Post on 29-Jan-2016
PERCEPTION
How many pages of the 750 are devoted to Editorial?
A:Less than 100
What’s the problem then for the advertiser?
What is Perception? The process by which we select, organize, interpret and give meaning to sensations.
What is Sensation? The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound. The process of receiving, translating, and transmitting messages from the outside world to the brain
An Overview of the Perceptual Process
Perceptual Process:• Exposure (Can I see it?)• Attention (Am I looking at it?)• Interpretation (What do I see?)
February 2003 Cunning Stunts Communications announce the launch of foreheADS™ - the medium that alleviates student debt while bringing a brand's message to the fore.
Cunning Stunts have a network of students to display brand logos on their foreheads. Ads are placed using a temporary transfer.
Students must display the ads for a minimum of 3 hours a day in highly visible locations such as the student bar, local pubs and shopping areas. They receive £90.00 for a week's work.
Exposure
Capitalism gone too far?
1. Will “advertising on heads” catch on in Canada?
2. Do brands risk being tarnished by being promoted this way?
3. Are there certain types of products better suited for this type of promotion?
Marketers are always looking for new places to expose people to ads
ATTENTION
Procter & Gamble Inc. has hired actors to pose as shoppers at Wal-Mart, Loblaws and other stores. On cue, they ditch their carts and launch into a "performance ad" for Liquid Cheer laundry detergent
What will make us pay attention?
In what Areas of Marketing will Vision be Important?
Gestalt
Closure Principle
Figure-Ground Principle
Principle of Similarity
Stimulus Organization
ClosureIs it satisfying to “close” the image?
Figure Ground
the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other
Principle of Similarity
the larger circles appear to belong together because of the similarity in size
We group objects that are similar
Things which are closer together will be seen as belonging together or related.
SMELL
Aroma MarketingThe Ecomist Aroma Marketing system employs the latest dispensing technology and a selection of over 50 fragrances to put the appropriate aroma in your service or retail environment "Freshly-brewed coffee"“Frangipani mist""Baby Talc Mist ""cut grass""new leather"male and female colognes and perfumes
What Scents would be appropriate?
Which scents go with which
product?
sensory evaluation of products
Touch
This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki
This Caress Ad Uses Tactile Stimulation as a Selling Point
Fruit of the Loom ad inserts containing an actual pair of 3-inch men's briefs in the Sept and Oct 1997 issues of Rolling Stone (1.2 mil)
"The mini-briefs, made from the same fabric of the full-size version, caught the attention of consumers in a big way.
What qualities do we associate with each of these fabrics?
TASTE
This Ad Uses Taste to Motivate People to Buy Their Product
Do they taste the same?
SOUND
brand awareness
attracting attention
implicitly or explicitly carrying the message,
creating emotional states
acting as a mnemonic cue
Role of Music in Marketing
Impact of Background Music
Variables Slow Music Fast Music
Sensory Thresholds
•Absolute Threshold
Subliminal Advertising does not work
If you can sense it, it is above the threshold and therefore not subliminal
Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo?
Differential Threshold
Stimulus Generalization
Applications of Stimulus Generalization Look-Alike Packaging Family Branding
Product Line Extension Licensing
Stimulus Discrimination
If all brands are perceived to be alike, why should consumers buy your brand?
The real thing (1970)
The Choice Of A New Generation (1984)
How do Consumers Choose What to Pay
Attention To?
Stimulus Selection Factors
Create Contrast Contrast so That Stimuli is More Likely to Be Noticed.
Size Colour
Position
Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles
This Ad Relies on Color Contrast to Get Noticed
What colours compel customers to spend more?
What colours make people come into a business?
What are the best colours to use on a web site?
What are the best colours to use in print advertising?
What are the best colours to use for stationery; packaging, products, uniforms
research indicates colour selection alone may impact sales by a margin of 5 to 40 percent
REDImpulse Desire Passion Urge to succeed Increases blood pressure
GRAYNeutrality Un-committed and un-involved Escape from anxiety
BLUEtraditional complete calm reduces blood pressure
GREENStimulus for interaction Analytical Precise Accurate Resistance to change
VIOLETMagical Enchanting Unimportant Unrealistic Irresponsible Immature
YELLOWBright Cheerful Restless Seeking change Creates anxiety
BROWNReduced sense of vitality Passive Solid roots
BLACKNegation of emotion Powerful Strong Uncontrollable Extinction Nothingness
Personal Selection Factors
Experience
Environment
Culture
Which belong together?
The green things and the blue things
Or the circles and the bars ?
Interpretation
The meanings that people assign to sensory stimuli
What things might influence Interpretation?
Consumers assign meaning to stimuli based on Schema, Schema, or set of beliefs, to which the stimuli is assigned.
The schema will determine what criteria will be used to evaluate the
product
package
message
Interpretation
This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture
KAZON
KAZON
KAZON
KAZON
Semiotics: study of how meaning is created How do consumers interpret the meanings of
symbols? What do they mean to people?ObjectSignInterpretant
Product Positioning
How are these products positioned?
How are these companies positioned
In 1998 Pepsi changed the color of its cans from red and white (Coke’s colors) to blue and white to help differentiate it from Coca Cola
Perceptual Map of Brand Images
Classy distinctive proud
Conservative older people
Spirited performance young people fun sporty
Practical fuel efficient affordable
LincolnCadillac
MercedesOldsmobile
Chrysler
Buick
BMW
Pontiac
LexusPorsche
Honda
Chevrolet Nissan
ToyotaHyundaiVW
Ford
Dodge