You Conduct an Eye Tracking Evaluation of a Print Ad

question 7

Essay

You conduct an eye tracking evaluation of a print ad.The ad has five key components.The key components and the time to first fixation is shown in the chart below.
Ad Component Time to First Fixation (seconds)
Model Face and Body 4.3
Headline 1.38
Brand Name .36
Product Image 1.10
Tagline 6.14
What recommendation(s)for revision would you make based on this data?

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Definitions:

Janiculum Hill

One of the seven hills of Rome, Italy, known for its historic monuments and as a popular location for its panoramic views of the city.

Isabella and Ferdinand

Sovereigns of Castile and Aragon respectively, whose marriage in 1469 led to the unification of Spain; known for completing the Reconquista, sponsoring Columbus' 1492 voyage, and establishing the Spanish Inquisition.

Bramante

An Italian architect and painter, Donato Bramante (1444-1514), known for his work in the High Renaissance including designing the layout for the new St. Peter's Basilica.

Classical Mythology

A body of myths and legends originating from the ancient Greeks and Romans, concerning their gods and heroes, the nature of the world, and the origins and significance of their own cult and ritual practices.