Print advertising is dramatically different from television advertising.

When browsing through a magazine, the reader controls his/her involvement with an advertisement. This includes the length of time spent and which elements and messages are seen and which are ignored.

Effective layout is therefore critical to holding readers' attention and leading them to key messages. Executional changes, based on JMI Eye-Tracking research, can often drive significant improvements in readership, brand recall and persuasion and hence ROI for the campaign.

JMI Eye-Tracking provides marketers with the necessary detailed, thorough analysis of their print commercials.
This includes:

• Elements with high stopping power
• Sequence analysis (order of scanning advertisement)
• Reception (elements noticed on page)
• Fixation length (long enough for text, pictorial processing...)

When this data is combined with attitudinal and recall data from in-depth interviewing, it provides the necessary insight to maximize the advertising's performance on key metrics such as stopping & holding power, communication of key messages and intention to take action.

In addition to magazine advertising, JMI Eye-Tracking is frequently used to optimize other forms of print-based communication, including newspaper advertising, store circulars and free-standing inserts (FSIs).

JMI can also provide real-time consumer tracking data and insight on the effectiveness of print advertising, compared with all other methods of marketing support, using Touchpoints-ROI.