GURUNANAK SCHOOL

OF BUSINESS

ASSIGNMENT
ASPECTS OF PERCEPTION IN PRINT ADVERTISEMENT

SUBMITTED TO
PROF.PAVAN

SUBMITTED BY

ANVESH MINENI

MAY 15, 2017

 Aspects of perception in print advertisement

Print advertisement:

Advertising is an important way for a company or organization to get the word out about a product or service
and grow a customer base, which usually translates to increased sales and higher profits. Out of different
types of advertising mediums designing a print advertising is difficult task because unlike in case of video
advertisement where we can convey message using different ways like video, sound, image and company
will be able to present emotions in a better way, but in case of print advertisement company need to present
all this things in one image. Normally we think that video advertisements are more effective than print
advertisements but psychologically they play a major role in creating and changing perception.

An MRI Survey of the American Consumer found that influentials, those consumers who have the ability
to sway other consumers, are influenced by print ads, with 51% being influenced by magazines and 53%
influenced by newspapers.

Print ads allow you to target your audience. You can choose exactly which section of the newspaper or
magazine your audience is most likely to read. You can choose to run ads in specialty magazines or only
in papers that deliver to specific geographic locations in your area. You can choose to have your ads run
in Wednesdays paper or Sundays paper.

Beyond these options, print allows you to tailor your campaigns to fit your budget by offering quarter-page,
half-page and full-page ads. And finally, advertising in print publications mean youll actually work with a
human being when buying your ad space as opposed to relying on an online algorithm to decide where
your ads should live.

The Nielson Global Trust reported that 65% of print readers typically take some form of action after
viewing a newspaper ad. For example, people who viewed an advertisement from a national grocery
chain were six times more likely to buy the product than the retail average.

Perception in advertising:

The perceptions consumers have of a business and its products or service have a dramatic effect on buying
behavior. Thats why businesses spend so much money marketing themselves, honing their customer
service and doing whatever else they can to favorably influence the perceptions of target consumers. With
careful planning and execution, a business can influence those perceptions and foster profitable consumer
behaviors.

An advertisement may create or change the perception of a consumer. Any ambiguity in massage can lead
to wrong perceptions about the product sometimes destroy the image of the company.sa the companies
need to very careful while designing the advertisement .
Perceptual process:

Perception involve 3 stages.

Each stage plays a major role in making consumer create a perception about the product. I will discuss
each stage in detail by taking an example of a print advertisement.

Example:

To explain the perceptual process I am taking the example of a magazine print ad of Moto X smartphone.
This is a innovative and interactive advertisement which combines print and technology. before explaining
the perceptual process brief you about this advertisement.

For a high-tech product, Motorola has relied heavily on print to promote the Moto X. Now Motorola is putting
the high-tech into print with an ad that changes colors in the January issue of Wired Magazine.

This advertisement for Moto X was released in january,2014. Running in 150,000 New York and Chicago
editions of January's Wired magazine, the ad lets readers change the color of the handset on display by
tapping controls located at the bottom of the page.

The ad's functionality, achieved via wafer-thin LEDs and batteries and created by Digitals, mimics the more
full-featured MotoMaker site that allows you to browse the device's customizable options. Bloggers and
viewers of the preview video seem mixed on whether this is truly innovative or just a stunt that would be
too expensive to be widely replicated in print. Others just seem happy they don't have to pull out their
smartphones to play with the ad. Pictures of this ad are given below.
This advertisement lets the users to change the color of the image by clicking the buttons in the bottom at
the page. This buttons are connected to a series of LED lights and batteries. Advertisements like this
increases the curiosity in the minds of the customer and makes a long lasting impression.

Now let look at how different aspects of perception are connected to this advertisement.
Stage 1- Selection:

We take in information through all five of our senses, but our perceptual field (the world around us) includes
so many stimuli that it is impossible for our brains to process and make sense of it all. So, as information
comes in through our senses, various factors influence what actually continues on through the perception
process . Selecting is the first part of the perception process, in which we focus our attention on certain
incoming sensory information. Think about how, out of many other possible stimuli to pay attention to, you
may hear a familiar voice in the hallway, see a pair of shoes you want to buy from across the mall, or smell
something cooking for dinner when you get home from work.

But in this case only sense organ a consumer will use is eyes.by looking at the image we can say it is easily
recognizable and user can easily differentiate. First thing is phone is available in different colors and the
option to change the color grabs the attention of the consumer.

Absolute threshold:

Lowest level at which an individual can experience a sensation is called the absolute threshold. Just by
looking at the advertisement any one can recognize that its a smart phone, through its different colors and
background of the paper they take care about the absolute threshold.

Differential threshold:

The minimal difference that can be detected between two similar stimuli is called the differential threshold
or just noticeable difference. By using a innovative method of advertising and through design and releasing
the product in 11 different colors they make sure about differential threshold. Using print media for
advertising of tech products is also a part of creating differentiation.

Subliminal perception:

Stimuli that are too weak or too brief to be consciously seen or heard may nevertheless be strong enough
to be perceived by one or more receptor cells. If you closely look at the advertisement the ad doesnt give
you total information about the product, after looking at the advertisement this much attractive any one will
try to search about the product, it builds curiosity.in this way they also considered the subliminal perception.

Nature of the stimulus:

In case of stimulous ,it include different attributes of the product.in this advertisement they only
concentrating on different colors of the product. They make sure that image of the phone is dominating the
background so that it will be easy to recognize.
Expectations:

People usually see what they want to see, and what they want to see is usually depends on familiarity and
previous experience etc. When a phone is releasing from Motorola, which is from google ,consumer
expectations will be high, by releasing phones in 11 different colors they make sure that it will reach the
expectations.

Motives:

People will perceive things they need or want.a person who is looking for a smart phone will be interested
in in this ad,so they targeted the youth by advertising in lifestyle magazine.

By considering selective attention and selective exposure In the above ad they also ensured that consumers
will definitely see the ad.

They used all the above concepts like, absolute threshold, differential threshold, subliminal perception
etc.so that the consumer will give his attention and select this ad. Now the next stage is organizing.

Stage-2: Organizing:

People do not experience the numerous stimuli they select from the environment as separate and discrete
sensations, rather they tend to organize them into groups and perceive them as unified wholes .thus ,the
perceived characteristics of even the simplest stimulus are viewed as a function of the whole to which the
stimulus appears to belong. This method of perceptual organization simplifies life considerably for
individual.

Figure and ground:

People tend to organize perceptions into figure and ground relationship. The ground is hazy. Marketers
design the advertisement so that figure will be the recognized stimulus. The advertisement of moto x is a
perfect example of this .in the ad the background was designed with a dark wooden theme .contrast of the
ground is low and figure is high it makes easily recognizable. Video advertisements use music also as
ground.

Grouping:

Individuals tend to group stimuli so that they form a unified picture or impression perception of stimuli as
groups or chunks ,rather than as discrete bits of information , facilitates their memory and recall.in this ad
they are not associating product with any event,but when you look at this add we will associate with some
thing out of the box ,trendy.when ever we think of something different we will think of this ad.

Closure:

People have need for and organize perceptions to form a complete picture. Will often fill missing piece of
information. Incomplete messages remembered more than completed message.as we see in the ad it only
giving very less information, which makes consumer to remember the information.

Stage-3: interpretation

Although selecting and organizing incoming stimuli happens very quickly, and sometimes without much
conscious thought, interpretation can be a much more deliberate and conscious step in the perception
process. Interpretation is the third part of the perception process, in which we assign meaning to our
experiences using mental structures known as schemata. Schemata are like databases of stored, related
information that we use to interpret new experiences. We all have fairly complicated schemata that have
developed over time as small units of information combine to make more meaningful complexes of
information.

Perception is a personal phenomenon. The interpretation of stimuli is also uniquely individual, because it
depends on the what the consumer expects to see in the lights of previous experience. Two people may
look at the same image and interpret it differently.

Stereotype:

People hold meanings related to stimuli. Stereo types influence how the consumer interpret. sometimes
stereo types may lead to wrong conclusions. Moto x is cautious and didnt included any contravertial things
in advertisement.

Physical appearance:

Physical appearance important, before looking into the functionality consumer looks at the product looks. I
think moto considered all this things in the advertisements.it also helpful in building brand name.

First impression:

First impression is long lasting .the perceiver is trying to determine which stimuli are relevant ,important or
predictive. Moto x advertisement is colorful ,the first impression that any one get will be positive.it will
encourage consumer to buy.
Halo effect:

Consumers perceive and evaluate multiple objects based on just one dimension, used in licensing names.in
the moto x ad also this may work because 2 highlights of this ad are smartphone is from Motorola and it is
available in 11 different colors, this may help moto in creating halo effect.

Conclusion:

An understanding of consumer behavior is an important part of comprehending the allocation of resources

by individuals. Companies should take decisions about advertisements based upon a logical process
valuing utility, price, and income alternatives. Firms seek to understand this process in order to better serve
consumers and brand value. Firms employ brand managers to allocate resources to effectively serve
consumers on a product or service. These decisions might involve redesigning products or better targeting
consumer markets with information and design and medium of advertisements.