THE ANALYSIS OF THE INFLUENCE OF INTERNAL FACTORS ON OUTDOOR ADVERTISING EFFECTIVENESS

The aim of the research is to determine the criteria of internal factors influencing the effectiveness of outdoor advertising. The eye-tracking experiment was conducted in Lithuania in 2016. Consumers' visual attention toward specific criteria of internal factors influencing the effectiveness of outdoor advertising was measured. The chosen criteria were headline font size, the number of elements in the advertisement, and dominating elements in the advertisement (visual or textual). The main results of the research reveal that when the surface size of visual and textual outdoor advertising elements is the same, textual elements attract more visual attention than visual ones and that advertisements containing a large number of elements attract more visual attention than the ones containing a small number of elements. Moreover, when the font sizes of two headlines are both larger than the body text, but those headlines differ in font size one from another, there is no significant difference in consumers' visual attention toward those headlines. Consequently, it is recommended to create outdoor advertisements with a large number of elements, where most of them are textual, in order to attract the consumers' attention.