Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads

The nature of e-commerce prevents the perception intrinsic and sensory attributes wine. In virtual environment, visual cues allow consumers to perceive product, determine their attitude form a preference. Users will choose one product or another based on appeal advertisements they have seen. Wine marketers must consider importance advertisement elements attract consumer’s attention. Optimizing included in these messages can help capture consumers’ attention achieve higher click-through rate ads. main objective this work is analyse awareness that different achieve. Specifically, we use 2 × experimental design where manipulate packaging format (single bottle vs. pack), labelling (bottle without label labelled bottle) for wine ads (white red). To attention, used an eye-tracking methodology. results suggest captured more quickly with individual than particular Google However, showing packs bottles labels get using labels.