Test and Evaluation of Advertising Effect Based on EEG and Eye Tracker

Abstract As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practical and theoretical significance. Therefore, this paper uses the EEG and eye movement technology to study the EEG change and eye movement of subjects when viewing advertisements and to conduct processing and analysis of the collected EEG and eye movement indexes. It is expected to provide advertisers with valuable advertising strategies based on the analysis results of EEG change and eye movement experiment.


Introduction
In recent years, the principles and research methods of psychology have been widely applied to the study of advertising effects. location, form and celebrity endorsement effect, but also include the characteristics and appeals of audience into the scope of research, playing the application advantages of EGG and eye movement technology in accuracy and objectivity [2]. Therefore, the test and evaluation of the effectiveness of advertising is of great practical and theoretical significance, which has become an important task in advertising management. Abstract As a means of marketing communication, advertisements have been applied in the course of enterprise operation. However, in practice, there are many problems with the implementation effect of specific advertisements, so the test and evaluation of the effectiveness of advertising have important practical and theoretical significance. Therefore, this paper uses the EEG and eye movement technology to study the EEG change and eye movement of subjects when viewing advertisements and to conduct processing and analysis of the collected EEG and eye movement indexes. It is expected to provide advertisers with valuable advertising strategies based on the analysis results of EEG change and eye movement experiment.
it judges it on the basis of good and bad, positive and negative dimensions and such evaluation and judgment information can be expressed through the physiological and psychological signals of people. Therefore, the users' experience of advertising effectiveness includes three processes: The first process: Eye-perception cognitive process when perceiving the evaluation object; The second process: EEG reaction process of brain cognitive processes the evaluation subject.
The third process: The subjective evaluation process of psychological cognition processing the evaluation subject [3].

Eye Movements Cognitive Process When Users Perceive Evaluation Advertisements
When experiencing the advertising effect, users first search and browse the advertisement quickly through eye-jumping, then obtains the clear imaging of the advertisement through gazing and finally obtains the information expressed by the advertisement through viewing. At the same time, they also experience and evaluate the advertising effect [4]. The eye movement process when experiencing the advertising effect is shown in Figure 1. The user's brain recognizes the EEG response process in advertising The users' aesthetic cognitive experience is a process of receiving information and processing information, which can be divided into four stages: perception, understanding, preference and decision-making. The neural activities of the entire cerebral cortex, including thought, perception, cognition, decision making and mental activities, can be expressed through brain waves. The EEG response process when the users' brain cognition processes the evaluation advertisement is shown in Figure 2.
User appreciative cognitive process of advertising design based on eye movement technology and EEG As advertising design shifts from productcantered to user-cantered, designers have begun to value the feeling and evaluation of users for the advertising design [5]. The cognitive process of users' aesthetics for advertising design based on eye movement technology and EEG technology is shown in

Experimental advertising data and data sources
The effect picture of a tour and travel advertisement is made into the test material for evaluation and presented to the subjects.
The evaluation of the test advertisement is recorded by the scoring record software; the portable eye tracker is used to synchronously record the scanning and gazing of the subjects; the electroencephalograph is used to record the brain waves of the subjects when experiencing the test evaluation; then, through the correlation analysis of the eye movement behaviour, brain waves and subjective scores with the test subjects, the psychological response and preference of subjects for the test scheme can be judged and the evaluation of the effect picture of the online tour and travel advertisement can be reflected [6] .

Experimental Schemes
The

Experimental process
The subjects enter the laboratory alone. After sitting in the seat, the EEG recorder is installed and the eye tracker is adjusted to the pre-use state. The EEG recorder and eye tracker is turned on to perform the calibration experiment and then the experiment is started. Each picture in each group is displayed for 10 seconds and subjects browse the pictures according to their daily browsing experience. When the time is up, the system will automatically switch to the next one. After the completion of the EEG experiment and eye movement experiment, the subjects are required to fill out questionnaires to further understand other information.
In the formula: m represents the number of test schemes; n represents the number of subjects.

Eye movement test evaluation model of user advertising effect
The eye tracker is used to synchronously record the eye movement data of the subjects after viewing different advertisement pictures and the corresponding eye movement test index data are extracted, as is shown in Formula 1:

EEG test evaluation model for user advertising effectiveness
The electroencephalogram is used to synchronously record the EEG data of 64 electrodes in the cerebral cortex in sequence when the subjects are viewing different advertisement pictures, as is shown in formula 4. In

Eye movement technology and EEG comprehensive evaluation model for advertising effectiveness
The eye tracking data and brain waves of the subjects can be recorded as

User Experience Test Results and Evaluation of Online Travel Advertising User's eye movement data processing result and evaluation of advertising effectiveness
The  (2) and formula (3), the average number of gazing of all subjects experiencing the effect picture of the advertisement can be obtained [8].

Impact and Evaluation Analysis of Advertising Background Type on Advertising Effectiveness
There  Table 1).
The In the novel page, it is easy to distinguish between the advertising area and the text area.
Those who are not interested in advertisements will automatically choose to read in other areas and those who are interested in advertisements will read these advertisements carefully [9][10][11].

Impact of Advertisement Position on Advertising Effectiveness
The impact of ad position on the advertising effectiveness is not significant in the picture background, but from the perspective of the gazing time and number of gazing, when the ad is at the top of the page, the viewing time is long and the average time is large, which may be caused by Chinese people's reading habit from top to the bottom (as is shown in Table 2).

EEG data processing results and evaluation of user advertising effectiveness
The the ERP data of the above ten electrodes will be different. Therefore, it is necessary to compare and analyse the evoked EEG data of these ten electrodes. It can be found through examining the EEG comparative analysis diagram that the peak value of the evoked brain wave is different when users are viewing two groups of different schemes, as is shown in Table 3.