3. DOORS OF RECEPTION · arcok: kaszparov, a visszavonult sakkfenom n folytatja politikai...
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3. DOORS OF RECEPTION ADVERTISING PSYCHOLOGY
Transcript of 3. DOORS OF RECEPTION · arcok: kaszparov, a visszavonult sakkfenom n folytatja politikai...
3.
DOORS OF RECEPTION
ADVERTISING PSYCHOLOGY
the process by which new experience is assimilated to the residuum of past experience
APPERCEPTION:
Perception + recognition, + differentation
Apperception is: The “Conscious Elaborating” of receptor’s signals
The Doors of Reception
Perception
APPERCEPTION
Exposure stage
Attention stage
Comprehen- sion stage
The phases of perception
Information reaches the consumer
Handling with the input
stimulation
Getting the denotation (message)
Exposure stage
Attention stage
Comprehension stage
WASH HIS UNDERCLOTHES!FLESH
EXPOPAVILLION
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Exposure stage
Attention stage
Comprehension stage
The perception time
of different people
aredifferent.
This is a serious challenge for creatives.
The pleasent experienceescorted by
comprehension is:
“WOW” EXPERIENCE
The pleasent experienceescorted by
comprehension is: the
“WOW” EXPERIENCE
The pleasent experiencearisen from
comprehension is the:
“WOW” EXPERIENCE
“WOW” EXPERIENCE
“HAHA”EXPERIENCE
“OOPS”EXPERIENCE
AHA - HAHA - HÜHA
“WOW” EXPERIENCE
“HAHA”EXPERIENCE
“OOPS”EXPERIENCE
AHA - HAHA - HÜHA
WHAT IS YOUR PERCEPTION TIME?
AHA- HAHA - HŰHA
WHAT IS YOUR PERCEPTION TIME?AHA- HAHA - HŰHA
WHAT IS YOUR PERCEPTION TIME?
AHA- HAHA - HŰHA
WHAT IS YOUR PERCEPTION TIME?
AHA- HAHA - HŰHA
WHAT IS YOUR PERCEPTION TIME?
AHA- HAHA - HŰHA
WHAT IS YOUR PERCEPTION TIME?
AHA- HAHA - HŰHA
WHAT IS YOUR PERCEPTION TIME?
AHA- HAHA - HŰHA
PERCEPTIONALBLOCKADE
DEFENCE AGAINST ADVERTISEMENTS
Unconscious
resistance
Conscious
resistance
Conceptual
resistance
„Otter effect”
(receptors shut down automatically)
„Denial”
(expressed denies against the message)
„Opposition”
(General and ideological rejection of advertising)
Perc
eptu
al
leve
lC
ogni
tive
le
vel
Emot
iona
l le
vel
Unconscious
resistance
„Otter effect”
(receptors shut down automatically)
Perc
epci
ós
szin
t
THE “OTTER EFFECT”
“...I am looking at, unless seeing that”
BANNER BLINDNESS
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BANNER BLINDNESS
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“...LOOKIN’ AT UNLESS SEEING THAT...”
HOW TO BREAKTHRUE THE WALLOF RESISTANCES?
IMPULSE MASS
Blown up signals
repeated signals Well-set signals
Moving signals
= size x frequency x dynamic x place value
26IM = size x frequency x dynamic x place
27IM = size x frequency x dynamic x place
28IM = size x frequency x dynamic x place
29IM = size x frequency x dynamic x place
IM = size x frequency x dynamic x place
IM = size x frequency x dynamic x place
Combat for percieving
price of the site:
~ 300.000 USD / m(60 Million HUF!
daily 566.500 visitor
average spending time:
45 min - 160 min.
TIMES SQUEREThe 3 most expensive impulse-mass
átlagos
évente:
34 million wobblers +17 M. bus passangers+ 3 M. taxi “+ 2 M cars “
56 Million people
visitor’s
79% between 18 and 35 ys.
traditional, permanent advertisers
The 3 most expensive impulse-mass
HACHIKO SQUERE
dailyn2,2 Million transfer passangers
Costs of the ten top value premises, yearly
~ 103 Million USD (21 billiard HUF)!
15 sec. LED program 60
times/day 11.000 USD
The 3 most expensive impulse-mass
Fight forpercieving
Fight for the Impulse Mass
2008. ÁPRILIS 4., PÉNTEK • LXVI. ÉVFOLYAM, 79/2. SZÁM, 28 OLDAL • BUDAPESTI KIADÁS • WWW.NOL.HU • 145 FORINT
ARCOK: KASZPAROV, A VISSZAVONULT SAKKFENOMÉN FOLYTATJA POLITIKAI JÁTSZMÁJÁT » 26. OLDAL
Fight for Percieving
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RACING FOR PERCEPTION
Colors, sounds, lights, movements for grabbing your senses
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1 2 3 4 5 6
87 9 10 11 12
13 14 1715 16 17A LAMAR Advertising research: Array of contrast
The power of colorsStim
ulators
of
perceptio
n
Regarding theidentification
Regarding thestimulation
Regarding theattention
The power of colorsStim
ulators
of
perceptio
n
Color Research
Intensity
Semiotic
Symbolism
Harmony
Tonality
Contrast
COLOR-RESEARCH
Identification of Colors
CMYK0:40:60:0
RGB153:187:38
Pantone3452
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Conditioning of Colors
PERCEPTION RESEARCH
Incomplete perception
lower limen: under this level the stimulus is not perceptible treshold limen: from this point raising the intensity results no
effort differential limen: the minimum perceptible change in the
intensity of the stimuli
Subliminal perception
Subliminal campaign perception
When a campaign doesn’t reach the perceptible limen
Perception-research
0.3 sec - 0.6 sec
Perception speed - under limen
Perception speed - under limen
Dove: Onslaught
Eye tracking camera Mobile Eye
Eye tracking camera Mobile Eye
Print test
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Print test
DM test
In-store test
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In-store test
In-store test
Know How
ROI: (Region of Interest)
wavy dline
faces
text 1
stamp
text2
brandname
product
text3
others
processing capacityof the brain:
words/sec.4
Blickfang: eye catcher grabbing the glance
Blickführung: scanpath forwarding the glance
HOT SPOTS (highlights of the attention)
Screen optimization
Screen optimization
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Screen optimization
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Screen optimization
Thanks for your attention
