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In advertising research, attention is the qualitative measure of an advertisement's effectiveness in arousing interest in a viewer. Qualitative is a measurement that is based on peoples emotions and opinions of the advertisement. 
Focus Group based methodologies can be used to collect qualitative responses which inform a measure of attention to an advertisement in a simulated environment. One example of this is a "dummy advertising vehicle test," in which a test Television Advertisement is shown with control ads in a controlled environment designed to simulate a commercial break on television. The test ad is embedded alongside either directly competitive advertising, or ads from non-competing product categories, depending on the advertiser's preference. Respondents are asked the question "Which of these ads did you find interesting?" If the test ad is spontaneously mentioned, then that response is counted toward the attention score.
Quantitative techniques such as Eye Tracking are used to measure attention and spontaneous response to marketing messages. Quantitative measurements are based on data and numbers that are gathered from studies based on how people react to the advertisements . Attention data using this methodology can be collected in a variety of simulated environments such as at home or work, as well as across a variety of different screens and devices. In addition to measuring attention, this data can be used by advertisers to optimize the design and placement of advertisements.
Advertisers like to make people feel things in order to gain their attention. This can be done in a number of ways;
- Color- Different colors are said[according to whom?] to bring out different emotions in people. Companies carefully choose the colors they use in their logos and advertisement based on the feeling they want to portray. 
- Language- Companies use language to get attention. Words that induce humor, fear, excitement are memorable. 
- Size- Larger images will attract attention more than smaller images. 
Eye tracking techniques can be measured by observing the eye movement and pupil dilation when looking at an advertisement. 
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