PERCEPTION

Cutting through the Clutter How many pages of the 750 are devoted to Editorial?

Answer: Less than 100

What is Sensation?

The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound. The process of receiving, translating , and transmitting messages from the outside world to the brain

What is Perception?

The process by which we select, organize, interpret and give meaning to sensations.

An Overview of the Perceptual Process

Perceptual Process: • Exposure (Can you see it?) • • Attention (What are you looking at?) Interpretation (What do you really see?) Forgetting

Exposure

Captive Advertising’s survey into the market profile, effectiveness and market view of the medium. The results of the survey are as follows:

Age Group

18-25 (33%) 26-31 (36%) 32-45 (31%)

Unaided Recall

70%

Market View

90% of those surveyed liked the medium

ATTENTION

In what Areas of Marketing will Vision be Important

?

Stimulus Organization Gestalt

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Closure Principle

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Figure-Ground Principle

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Principle of Similarity

Figure Ground

Escher

Once You’ve figured out what this picture is you cannot go back to the way you saw it initially.

Principle of Similarity

the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other

We group objects that are similar the larger circles appear to belong together because of the similarity in size

Things which are closer together will be seen as belonging together or related.

SMELL

Aroma Marketing

The Ecomist Aroma Marketing system employs the latest dispensing technology and a selection of over 50 fragrances to put the appropriate aroma in your service or retail environment "Freshly-brewed coffee" “Frangipani mist" "Baby Talc Mist " "cut grass" "new leather" male and female colognes and perfumes

Which scents go with which product?

Touch

This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki

This Caress Ad Uses Tactile Stimulation as a Selling Point

Fruit of the Loom ad inserts containing an actual pair of 3-inch men's briefs in the Sept and Oct 1997 issues of Rolling Stone (1.2 mil) "The mini-briefs, made from the same fabric of the full-size version, caught the attention of consumers in a big way.

What qualities do we associate with each of these fabrics?

TASTE

This Ad Uses Taste to Motivate People to Buy Their Product

Do they taste the same?

SOUND

Role of Music in Advertising

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attracting attention

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implicitly or explicitly carrying the message,

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creating emotional states

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acting as a mnemonic cue

Impact of Background Music

Variables Slow Music Fast Music

Sensory Thresholds

•

Absolute Threshold

Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo?

Differential Threshold

Stimulus Generalization

Applications of Stimulus Generalization

Look-Alike Packaging Family Branding Product Line Extension Licensing

Stimulus Discrimination

If all brands are perceived to be alike, why should consumers buy your brand? The real thing The Choice Of A New Generation

How do Consumers Choose What to Pay Attention To?

Stimulus Selection Factors Size Colour Position Create Contrast so That Stimuli is More Likely to Be Noticed.

Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles

This Ad Relies on Color Contrast to Get Noticed

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Empirical research indicates colour selection alone may impact sales by a margin of 5 to 40 percent

• • • • •

What colours will compel customers to spend more money? What colours will make people come into my business? What are the best colours to use to make more sales? What are the best colours to use in print advertising? What are the best colours to use for stationery; packaging, products, uniforms A well known hamburger chain discovered that red and yellow had a major psychological effect on its customers. It found that the correct colour combination can ...

1. Attract extra customers 2. Compel them to enter the store 3. Spend more money and feel better about it.

Colour and Demographic Variables Age Gender Culture

RED

Impulse Desire Passion Urge to succeed Increases blood pressure

GRAY

Neutrality Un-committed and un-involved Escape from anxiety

BLUE

traditional complete calm reduces blood pressure

GREEN

Stimulus for interaction Analytical Precise Accurate Resistance to change

VIOLET

Magical Enchanting Unimportant Unrealistic Irresponsible Immature

YELLOW

Bright Cheerful Restless Seeking change Creates anxiety

BROWN

Reduced sense of vitality Passive Solid roots

BLACK

Negation of emotion Powerful Strong Uncontrollable Extinction Nothingness

Personal Selection Factors

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Experience

•

Environment

•

Culture

Separate into the 4 items into two groups of two

Interpretation

The meanings that people assign to sensory stimuli What things might influence Interpretation?

Interpretation

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Consumers assign meaning to stimuli based on Schema, or set of beliefs, to which the stimuli is assigned.

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The schema will determine what criteria will be used to evaluate the:

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product,

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package,

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message.

KAZON

KAZON

KAZON KAZON

This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture

 Semiotics: The Symbols Around Us  The study of how consumers interpret the meanings of symbols  Object  Sign  Interpretant

Product Positioning

How are these products positioned?

Reasons to Re-Position Product

 Competitive entry positioned next to the brand  Consumer preferences changed  New customer-preference clusters discovered with promising opportunities  Original position a mistake

In 1998 Pepsi changed the color of its cans from red and white (Coke’s colors) to blue and white to help differentiate it from Coca Cola

Behavioural Segmentation

Benefit Segmentation of the Toothpaste Market

Benefit Segments

Economy (low price) Medicinal (tooth decay) Cosmetic (White teeth) Taste (good taste)

Demographics

Men Large Families Teens, young adults Children

Behaviour

Heavy Users Heavy Users Smokers Spearmint lovers

Psychographics

High autonomy Hypochondriac

Favoured Brands

Brands on sale Crest High sociability High self involvement Aqua-Fresh Colgate, Aim

Perceptual Map of Brand Images

Classy distinctive proud Cadillac Mercedes Oldsmobile Conservative older people Lincoln Chrysler Buick Ford Dodge Porsche BMW Lexus Pontiac Honda Chevrolet Nissan Toyota VW Hyundai Spirited performance young people fun sporty Practical fuel efficient affordable