1 Chapter 4 EXPOSURE, ATTENTION, AND PERCEPTION (EAP)

2 Chapter Overview What is necessary to reach a consumer with a message? »Exposure (e.g., see a billboard) »Attention (e.g., look at ad message) »Perception (e.g., “take in” the message)

3 How Do You Gain Exposure? Traditional approach »Research target group habits & buy appropriate media »Extensive distribution »Shelf placement Innovative techniques »put it anywhere! »no limit other than your imagination »Examples??

4 How Can We Increase Consumers’ Exposure? Roadblocking Repetition Wide presence

5 Characteristics of Attention S Can be divided L

6 Definition Preattentive processing: information that we process without being aware of processing it

7 Application Group Exercise: How to Capture Attention Get into groups of 3-4 people. You will be assigned ONE of the ways to capture attention. »(1)Personally relevant, (2) Pleasant, (3) Surprising, or (4) Easy to process Be prepared to explain each approach to the class including examples to illustrate each approach. Refer to pgs for help (or raise your hand for my assistance)

8 How to Capture Attention Make the stimuli »personally relevant »pleasant »surprising »easy to process

9 Definition Perception: The registration of stimuli by one of the five senses: vision, hearing, taste, smell, and touch

10 Subliminal Perception: A Diabolical Marketing Tool? Subliminal messages in ads are illegal in U.S. Generally only weak support found in research

11 Chapter 4 Review Exposure »Defined »How to Increase Exposure Attention »Defined »How to capture attention Perception »All five senses