Optimal Feature Advertising Design Under Competitive Clutter

This study investigates consumers' attention to retail feature ads and proposes a method to optimize the design of the ads. Utilizing a large dataset of consumers' attention to over 1,100 individual feature ads collected with eye-tracking technology, we analyze the effects of the five key design elements of feature ads—brand, text, pictorial, price, and promotion—on consumers' attention to them. Attention is measured in terms of selection and...