Media: THiNK Print - Pfizer Champix
Client:
The Research Partnership / Pfizer
Objective:
Establish ideal positioning and length for advert
Method:
270+ GPs with eye tracking
Total project duration:
29 days
Service:
Bespoke Print testing
Location:
21 cities across 9 EU countries
Methodology:
GP’s viewed the advertisement in the context of a medical journal. Page turning simulation and actual size were replicated on screen.
Implicit measures:
Eye tracking
Explicit measures:
Questionnaire
Findings:
Evaluation of read through implications regarding advert placement within the journal and advert size. Image saliency was assessed and the path of content digestion was identified.