Perception

Application through Advertisements

The Nature of Perception

Exposure
Selective Remote & Mouse
Commercials , FM Radio
Product Placement
Voluntary - Website

Attention
Stimulus
Individual
Situational

Size

Full Page
Half Page
Size of BillBoards
Internet Banner Ads

Attractive Visuals

Intensity

Loudness
Brightness
Length
Repetition

Colours

Position

Space and Time

Vertical Banners
Top Position
Shelf Space Retail Stores
Location Hoardings

Isolation

Format
Horlicks

Complan-

Contrast / Expectation

Interestingness
Ericsson Phone

Green Ply

Information Quantity

Individual Factors
Attention
Motivation
Interests and Needs
Product Involvement
Ability
Education
Brand Familiarity

Situational Factors
Attention
Clutter
Point of Purchase
Density of Ads Newspaper Classifieds
Program Involvement
Medium TV Channel
Editorial Content
Quality of Ad- Content and Appealing

Rational

Visual Image

Non Focussed Attention

Hemispheric Lateralization
Subliminal Stimuli

Interpretation
Cognitive
Affective

Interpretation
Individual Characteristics
Traits Physiological and Psychological
Learning and Knowledge Relationship
Stronger Reputation can have higher prices
Expectations- Well Known brands Quality
Dark Colour Choclate or Red Curry

Interpretation
Situational Characteristics
Contextual Cues
Background Colour
Nature of other Programmes (TV)
News Channel
- who advertises

Interpretation
Situational Characteristics
Contextual Cues
Background Colour
Nature of other Programmes (TV)
News Channel- who advertises

Webers Law

Sense

Delta

Brightness:

60

0.016667

Lifted Weights:

50

0.02

Loudness:

10

0.1

Pressure on skin:

0.142857

Taste:

0.2

Closure

Figure Ground

Interpretation
Stimulus Characteristics
(Incongruity)- Solving a Puzzle

Consumer Inferences
Quality Signals
Price perceived
Advertisement Intensity
Warranties
Interpreting Images
Images and Words
Missing Information
Attributes

Marketing Strategy
Retail Strategy
Shelf Space, Ambience
Brand Name & Logo
Linguistics -Semantic Meaning
Branding Strategy
Logo Design & Typography
Media Strategy
Package Design & Labeling