The placement of imagery in a print advertisement is of paramount importance, as it dictates the effectiveness of core message delivery. The presentation focuses on certain tips and tricks to increase the efficiency and effectiveness of the print advertisement.

1. Increasing
efficiency
of Print
Advertisements

2. “It is not the employer who pays the wages.
Employers only handle the money. It is the
customer who pays the wages”. - Henry Ford
The customer arguably is the most
important cog in the organisational
machine. Everything the decision
makers do, everything a marketer
does – its final aim is to have a
content customer, who comes back
again and again to buy the product.
Understanding consumers is the most important trick of the trade!

3. WHICH SPECIFIC STIMULUS LEADS TO THE CONSUMER PURCHASING THE PRODUCT OR
THE SERVICE?

4. It is difficult to point out to one specific
stimulus that led to the consumer
purchasing the product or the service.
However, today's marketers use brain
tracking tools to try and understand the
consumer’s behavioural patterns. This field
of study is popularly known as ‘Neuromarketing’.
•
What does a consumer view in a print ad?
•
How does a consumer react to a specific stimulus?
All these questions can be answered by
neuroscience.

6. Digging
deep
into
Neuromarketing

7. NEUROMARKETING
EXAMPLE 1:
STUDY
People’s
reactions
to
different stimuli being used
in a print advertisement,
with the help of eye tracking
technology.
Experiment conducted by James Breeze
The image above represents the gaze path of a viewer.
So, how then can a marketer ensure that the consumer
The person starts from the middle of the page, and
concentrates on the headline rather than the object?
slowly moves towards the baby’s face (where he
The answer lies in smart usage of imagery. In the above
spends maximum time), before moving towards the
image, the baby is looking directly at the viewer. This
headline. Here, the consumer’s attention is mostly
essentially leads the viewer to simply look back at the
concentrated on the baby’s face rather than the
baby and not really anywhere else.
headline. This is surely not what a marketer wants.

8. Let’s see what happens when the image is slightly modified.
In the above image, you can see that the baby’s
headline in this image. This reaction in the viewer
placement in the ad is slightly modified. Here, the
was fostered by the main object in the image
baby is looking at the headline. You can see the
looking
gaze path moving faster towards the headline. The
viewer also spends comparatively more time on the
towards
the
headline.

9. Example 2:
This
time
the
study
is
conducted by using heat
maps. This case study comes
from the house of ‘Think Eye
Tracking’.
Most beauty and hair care products follow a simple
viewers concentrated on the model’s face (for a
‘model looking out, with a product shot in the
pretty good reason, we’d say). Only 6% of the
front’ template. The above image shows the heat
viewers looked at the product.
map of 200 people viewing it. Here, most of the

10. Now, we already know from our
example earlier, what needs to
be done. Let’s see if a simple
change in the image can lead to
better results?
And Voila! The result? A staggering 84% of the viewers now looked at the product. So, we can see that by using
simple tricks in the imagery, we can guide a viewer around the graphic helping them concentrate on the more
important things that the marketer wants to communicate.

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StickyGarlic Communications
We help brands to bring forth clutter breaking communication
strategies, designs and lateral thinking to ensure a deeper and
sustainable impact of your marketing campaigns and efforts.
Find out more at
http://www.stickygarlic.com/