Podrobný výpis o publikaci

Using neuromarketing in marketing communication can increase its effectiveness in communicating with the customer. By neuromarketing, we try to ascertain as much as possible how the brain works in the process of buying and we try to make marketing activities more effective. The paper focuses on the area of neuromarketing research, especially on the application of the Eye Tracking research method. The aim of the paper is to find the most effective composition of photography by comparing the created photos from the area of jewelry in several different modifications. The photos were tested using the Eye Tracking method and further verbally evaluated by respondents using a questionnaire survey. The output of the testing are so-called "heat maps", which show where the respondents focused their view the most, what attracted their attention, whether the advertising message was successful and where its deaf places were located. The survey shows that the stylization of product photos is very important when presenting the product.