Presentation on theme: "From Exposure to Comprehension"— Presentation transcript:
1From Exposure to Comprehension Chapter 3From Exposure to Comprehension
2Learning ObjectivesDiscuss 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.
10Hemispheric Lateralization Left hemisphere Processing units that can be combined, e.g.,CountingProcessing unfamiliar wordsForming sentencesRight hemisphereProcessing musicGrasping visual/spatial informationForming inferencesDrawing conclusionsAre you right brained or left brained?
11Enhancing Consumer Attention via Marketing Stimului Personally relevantPleasantSurprisingEasy to process
12Pleasant Marketing Stimuli Attractive modelsMusicHumorWhat are some other ways to make adsMore pleasant to consumers?
13Surprising 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?
14Easy to Process Stimuli Prominent Concrete Contrasting Limit amount of competing informationKISS (Keep it simple…)
27This Wishbone Bountiful ad is easy for consumers to process 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.