Where do you really watch when you are seeing?
This presentation employs the latest technology to better understand the relationship between what people say they watch versus what they actually are watching during a product placement segments of television. As such, the paper is based on a number of continuous research studies conducted in the USA and Latin America from 2004 to the present. Each is based on a variety of tools and models whose learnings allow us to better plan and buy television advertising. We compare and contrast more recent work with eye tracking methods to the earlier studies, and, in so doing, also try to find where information gaps still exist in our understanding of how product placement works, and suggestions for improvement.
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