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What is perception?
It is the process where an individual
receives stimuli through the various
senses and interprets them
Stimulus
Interpretation
Active Search
Simplify
Passive search
Distort
Passive Attention
Organize
Stimulus Conditions
Intensity
Size
Message
Novelty
Position
Context
Audience Conditions
Attitudes
Values
Interests
Confidence
Social Context
Cognitive Style
Cognition
Getting Attention
The first step in getting your ad noticed by
the target segment
Advertising clutter
Noise clutter
Memory is less when viewed/heard with
competitive brand advertising.
Webers Law
The degree to which a stimulus would be regarded
as different will depend not on the absolute stimulus
change but on the% change from some point of reference.
I
I
Attention vs Recall
Recall of an ad is a necessary but not
sufficient condition for persuasion.
Ad repetition, higher frequency and higher
SOV
Using distinctive creative material in the
ad
Merchandising using clues to recall ad at
the store
Attention vs Comprehension
While getting attention is important it should not
detract the viewer from the message
The execution, models, props, etc. must not take
precedence over the brand.
Persuasion takes place when good
comprehension takes place. Processing would
take central or peripheral routes of processing
depending on the comprehension.
Interpretation vs Comprehension
Objective comprehension
What is the take-out of the brand? copy test
scales
Subjective comprehension
Explicit the ad story
Implicit using the ad information along with
knowledge and experience already stored in
memory
The deeper the level of subjective
comprehension, the more effective the ad will be
credibility, likeability, persuasive and recall David
Mick
Perceptual organization
People tend to see objects as a whole
than see individually its parts. S. E. Asch
First impressions are important.
Closure
Assimilation Contrast
Miscomprehension
Brand Attitudes
Cognitive (awareness, comprehension,
knowledge)
Affective (evaluation, liking, preference)
Conative (purchase, trial)
Attitudes decay over time. Therefore +ve
attitudes need to be nurtured and sustained.
Attitudes can be examined at three levels
Physical
Pseudo-physical
Benefits physical and psychological
% of total market
Attitude Segments
4
3
Competitive efforts 1
-ve
Marketing efforts
6
Attitude
7
+ve
Ad attitudes
Credibility
Positive, likeable feelings
Uses humour
Uses relevant executional
devices
Uses relevant, likeable
celebrities
Uses endorsers relevant
to target market