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Perception:
The process by which sensations are selected, organized, and interpreted
Figure 2.1
Sensory Systems
External stimuli, or sensory inputs, can be received on a number of different channels. Inputs picked up by our five senses are the raw data that begin the perceptual process. Hedonic Consumption:
The multisensory, fantasy, and emotional aspects of consumers interactions with products
This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving experience.
Perceptions of Color
This ad campaign by the San Francisco Ballet uses color perceptions to get urban sophisticates to add classical dance to their packed entertainment itineraries.
Trade Dress:
Colors that are strongly associated with a corporation, for which the company may have exclusive rights for their use. (e.g. Kodaks use of yellow, black, and red)
Perceptions of Color
As this Dutch detergent ad demonstrates (Flowery orange fades without Dreft), vivid colors are often an attractive product feature.
Discussion Question
First Heinz gave us Blastin Green ketchup in a squeeze bottle. Now they have introduced Funky Purple ketchup. What sensory perception is Heinz trying to appeal to? Do you think this product will be successful? Why or why not?
Smell in Advertising
This ad pokes fun at the proliferation of scented ads. Ah, the scent of sweat.
Table 2.1
Exposure
Exposure:
Occurs when a stimulus comes within the range of someones sensory receptors
Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages.
Webers Law
The amount of change that is necessary to be noticed is systematically related to the intensity of the original stimulus The stronger the initial stimulus, the greater a change must be for it to be noticed. Mathematically:
(i K! I
K = A constant (varies across senses) i = The minimal change in the intensity required to produce
j.n.d. I = the intensity of the stimulus where the change occurs
Attention
Attention:
The extent to which processing activity is devoted to a particular stimulus.
Attention economy:
The Internet has transformed the focus of marketers from attracting dollars to attracting eyeballs.
Perceptual selection:
People attend to only a small portion of the stimuli to which they are exposed.
Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models.
Perceptual vigilance:
Consumers are aware of stimuli that relate to their current needs
Perceptual defense:
People see what they want to see - and dont see what they dont want to see
Adaptation:
The degree to which consumers continue to notice a stimulus over time
Color:
Color is a powerful way to draw attention to a product.
Position:
Stimuli that are present in places were more likely to look stand a better chance of being noticed.
Novelty:
Stimuli that appear in unexpected ways or places tend to grab our attention.
Discussion Question
What technique does this Australian ad rely on to get your attention? Does the technique enhance or detract from the advertisement of the actual product?
Schema-Based Perception
Advertisers know that consumers will often relate an ad to preexisting schema in order to make sense of it.
Gestalt Principle
This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
Principle of Closure
This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
Figure-ground Principle
This billboard for Wrangler jeans makes creative use of the figure-ground principle.
Principle of Closure
This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
Semiotic Components
Figure 2.2
Perceptual Positioning
Positioning Strategy A fundamental part of a companys marketing efforts as it uses elements of the marketing mix to influence the consumers interpretation of its meaning. Many dimensions can establish a brands position in the marketplace:
Lifestyle Price Leadership Attributes Product Class Competitors Occasions Users Quality
Perceptual Map
Figure 2.3: HMV Perceptual Map