Professional Documents
Culture Documents
What is perception?
It is the process where an individual receives stimuli through the various senses and interprets them
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.
Involuntary exposure to non-supportive information shall increase selective exposure to information that supports
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.
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
Attitude Segments
% of total market
Ad attitudes
Attitude towards an ad (liking) provided an impact on brand attitudes over and above the ability of the ad to communicate attribute information Andrew Mitchell, Jerry Olsen
and Terence Shrimp
Ad disliking has a greater effect than ad liking. The effect of ad liking are more important for mood ads than for hard-sell ads McCollum and Spielman