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- Title
THE EVALUATION OF A SUCCESSFUL POLITICAL CAMPAIGN USING EYE-TRACKING AS A NEUROMARKETING METHOD.
- Authors
Hula, Róbert
- Abstract
Today, there is no doubt that neuromarketing offers a wide range of its tools, with which marketers can set up effective marketing campaigns and optimize the costs of entrepreneurs in the private sector, as well as costs in the state sector, which are related to the political agenda of various entities - whether governmental representatives, political parties or various candidates running for public office. The ambition of this paper is to point out the possibilities of eye-tracking to evaluate the visuals of political campaigns and, based on these facts, to describe the differences between the gender of respondents and their perception of marketing visuals in the presidential campaign. Part of this post is also the assessment of the current campaign of President Zuzana Čaputová in the 2019 presidential election of the Slovak Republic.
- Subjects
SLOVAKIA; POLITICAL campaigns; EYE tracking; BUSINESSPEOPLE; PRESIDENTIAL elections; POLITICAL agenda; NEUROMARKETING
- Publication
Studia Commercialia Bratislavensia, 2023, Vol 16, Issue 55, p45
- ISSN
1337-7493
- Publication type
Article