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How to optimize sales flyers – novel experiment design

How to optimize sales flyers – novel experiment design The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it.Design/methodology/approachThe paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers.FindingsThe paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers.Research limitations/implicationsThis research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment.Practical implicationsThe paper includes implications for designing better sales flyers.Originality/valueTo the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Baltic Journal of Management Emerald Publishing

How to optimize sales flyers – novel experiment design

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References (67)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1746-5265
DOI
10.1108/bjm-05-2017-0132
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it.Design/methodology/approachThe paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers.FindingsThe paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers.Research limitations/implicationsThis research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment.Practical implicationsThe paper includes implications for designing better sales flyers.Originality/valueTo the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.

Journal

Baltic Journal of ManagementEmerald Publishing

Published: Apr 24, 2018

Keywords: Eye tracking; Direct mail design principles; Measurement of emotions; Sales flyers

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