Evaluation of advertisement existence toward attention and understanding level vehicle driver

Industrial Engineering, Department of Industrial Engineering, Diponegoro University 50275, Indonesia

^* Corresponding author: wiwikbudiawan@ft.undip.ac.id

Abstract

When driving on the road many things can draw attention of the main task for driving, for example advertisement. The success of an advertising depends on how well it was able to communicate with the target properly. Information processing consisting of the perception process, organizing, and remembering of receiving information. This study tries to assess four-wheel drive behaviour when he saw advertisement on the road using The Eye Tracking method to know Allocation Time of Visual Spare Capacity, Attention Level and Understanding Level driver’s. From 20 people who are respondents only 15 respondents have seen advertisement displayed and obtained research results that while driving, drivers have allocation of time of 6,52 second or 3,78 % of the whole long drive duration. With a small percentage, the attention of driver had low results seen from the perspective of eye integration for the advertisement. In this research also known that images and colour are easier to remember compared with the number of pictures displayed. So, the cognitive recommendation that can be given are the minimum distance between advertisement of 890 meters, Maximum element in advertisement contain 8 elements, Using the dark background in light coloured or otherwise, avoid several colours that hard to read if put together and Using Uppercase or Lowercase Font Style.