Presentation on theme: "Chapter 3 From Exposure to Comprehension. Learning Objectives Discuss why marketers are concerned about consumers’ exposure to marketing stimuli & what."— Presentation transcript:
Chapter 3 From Exposure to Comprehension
Learning Objectives Discuss why marketers are concerned about consumers’ exposure to marketing stimuli & what tactics they use to enhance exposure. Explain the characteristics of attention & how marketers can try to attract & sustain consumers’ attention to products & marketing messages. Describe the major senses that are part of perception and outline why marketers are concerned about consumers’ sensory perceptions. Discuss the process of comprehension, and outline how marketing-mix elements can affect consumer inferences about products & brands.
Exposure, Attention, & Perception
Exposure-1 “…reflects the process by which the consumer comes into contact with a stimulus.”
Exposure-2 Marketing stimuli Factors influencing exposure –Position of an ad –Product distribution –Shelf placement Selective exposure –Zipping –Zapping Measuring exposure
Attention “…the process by which we devote mental activity to a stimulus…necessary for information to be processed…activate our senses.”
Characteristics of Attention Selective Capable of being divided Limited Under what conditions do you give full attention to advertising & marketing communication?
Left hemisphere Processing units that can be combined, e.g., Counting Processing unfamiliar words Forming sentences Right hemisphere Processing music Grasping visual/spatial information Forming inferences Drawing conclusions Are you right brained or left brained?
Enhancing Consumer Attention via Marketing Stimului Personally relevant Pleasant Surprising Easy to process
Pleasant Marketing Stimuli Attractive models Music Humor What are some other ways to make ads More pleasant to consumers?
Surprising Novelty Unexpectedness Puzzles What are ways to enhance suspense or surprise in advertising or marketing communications? Is surprise a good thing in marketing communications? Why/not?
Easy to Process Stimuli –Prominent –Concrete –Contrasting Limit amount of competing information KISS (Keep it simple…)
This Wishbone Bountiful ad is easy for consumers to process. It demonstrates the vegetables loaded into the salad dressing visually (concretely) and with little competing information. WISH-BONE and BOUNTIFULS are trademarks of Unilever. Used with permission.