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NEW YORK Wendy’s red wig-clad ads are hard to miss. However, new research shows that the character in a ponytailed toupee greatly overshadows the products featured in the same ads.
“It is a visual vampire. There is high engagement, but when they show the food, it drops like a rock,” said Lee Weinblatt, CEO of PreTesting, Tenafly, N.J.
In July, the 35-year-old firm launched its Engagement Level Factor (or ELF) measurement capabilities.
When consumers are interested in something, their eyes vibrate faster, a reaction called saccadic eye movement.
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