Análisis del impacto que generan las vallas publicitarias dinámicas y estáticas en la atención y recordación.

Abstract

The objective of this research was to determine which type of billboard (dynamic or static) has the greatest impact on the processes of remembrance and attention. To achieve this goal, a quasi- experimental design was performed using the eye tracking tool Studio through which a series of dynamic and static stimuli were presented. At the end of each presentation, a questionnaire was applied to each of the participants to evaluate the remembrance of the stimulus previously presented. It was determined that there is a difference between the dynamic and static billboards in two points; first, in the first fixations that the dynamic billboard has against static, since in the dynamic it is able to capture more attention. Second, according to the cluster analyzes and the comparison of the surveys carried out, it was possible to identify that there is a greater recall in the dynamic fences.