Implementing the neuromarketing to know the visual attention of viewers on the digital material of the Peruvian Navy, 2021

Abstract

In This research article proposes the implementation of neuromarketing as part of the process prior to the publication of the digital campaigns of the Peruvian Navy. Theobjective is to improve communication effectiveness and achieve greater efficiency inthe transmission and reception of messages to achieve the proposed objectives. Eye tracking (eye tracking) is used as a neuromarketing technique to know in a concrete way the visual attention of the viewers in front of the graphic pieces.
The study analyzes two graphic pieces of the 200-year campaign of the Peruvian Navy, identifying the points of greatest visual interest. It was found that both pieces captured the visual attention, but the second one had a greater impact on attention time and gaze capture. The results allow the institution to adjust and optimize its messages to achieve greater effectiveness in its campaigns.
Neuromarketing and eye tracking are presented as powerful tools to understand consumer behavior and preferences. Knowing the visual attention of viewers in an environment saturated with stimuli and advertising is essential for the success of communication strategies