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Published in:
2017 | OriginalPaper | Chapter
23. Marketing/Advertising
Author : Andrew T. Duchowski
Published in: Eye Tracking Methodology
Publisher: Springer International Publishing
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Abstract
Eye tracking can aid in the assessment of advertising effectiveness in such applications as copy testing in print, images, video, or graphics, and in disclosure research involving perception of fine print within print media and within available television and emerging High Definition TV (HDTV) displays.