TY - JOUR N2 - The objective of this project was to evaluate and measure the viewability of various kinds of ads in the daily press. A total of 63 ads was assessed, including 17 in Metrocafe, 28 in Gazeta Wyborcza, and 18 in the Super Express. The analysis of the data made it possible to assess the effectiveness of various formats of press advertising. L1 - http://www.czasopisma.pan.pl/Content/110112/PDF-MASTER/RHPP%204-2018%204Kilijanska.pdf L2 - http://www.czasopisma.pan.pl/Content/110112 PY - 2018 IS - z.4 EP - 87 KW - Press advertising KW - daily newspapers KW - eyetracking KW - fixation KW - gaze A1 - Kiljańska, Barbara PB - Polska Akademia Nauk Oddział w Krakowie Komisja Prasoznawcza PB - Uniwersytet Pedagogiczny im. Komisji Edukacji Narodowej w Krakowie VL - t.21 DA - 2019.01.08 T1 - Ad viewability in daily print media SP - 69 UR - http://www.czasopisma.pan.pl/dlibra/publication/edition/110112 T2 - Rocznik Historii Prasy Polskiej ER -