Analysis of Preference Criteria of Pocari Sweat Advertisement With Eye-Tracking Approach

Abstract

Pocari Sweat does advertising in many media such as television, billboard, and social media. One of social media that Pocari Sweat uses is Instagram. The photo of advertisement in 2019 is used human as model but most photos in the beginning of 2020 is use only product. From Top Brand Index, it is known that in 2020 there is the decreasing in Top Brand Index which one of factor is top of mind or related to the brand awareness. The human model utilization can gain more interest and direct to brand awareness, but in 2020 the photo only use product as object. This usage in 2020 can lead to the decreasing of Top of Mind. The solution can be use managed by employing a human as model, but the model usage spends more cost rather than only product. So, the researcher wants to explore how should be the advertisement with only uses product as object can gain most interest. In this research, Picture A, Picture B, Picture C, Picture D, and Picture E are selected by using AOI (Area of Interest) as the representation of Pocari Sweat. So, to get the result, the researcher uses eye tracking method in order to know the average fixation time and the heat map. After experiment is conducted by involving 40 respondents, the researcher found a result. The criteria attached in Picture E is ‘The Pocari Sweat dominates in the picture’. The result is Picture E, which get the most interest with average fixation time is 5.08 and the red spot cover the AOI.