© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 3 From Exposure to Comprehension

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives~ Ch Discuss why marketers are concerned about consumers’ exposure to marketing stimuli and what tactics they use to enhance exposure. 2. Explain the characteristics of attention and how marketers can try to attract and sustain consumers’ attention to products and marketing messages. 3. Describe the major senses that are part of perception and outline why marketers are concerned about consumers’ sensory perceptions. 4. Discuss the process of comprehension, and outline how marketing-mix elements can affect consumer inferences about products and brands.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exposure Marketing stimuli Factors influencing exposure –Position of an ad –Product distribution –Shelf placement Selective exposure –Zipping –Zapping Measuring exposure

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Characteristics of Attention Selective Capable of being divided Limited Under what conditions do you give full attention to advertising & marketing communication?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Focal & Nonfocal Attention Preattentive processing Hemispheric lateralization Preattentive processing, brand name liking, & choice

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Pleasant Marketing Stimuli Attractive models Music Humor What are some other ways to make ads more pleasant to consumers?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Easy to Process Stimuli –Prominent –Concrete –Contrasting Limit amount of competing information KISS (Keep it simple…)

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Concreteness & Abstractness Concrete words –Apple –Bowl –Cat –Cottage –Diamond –Engine –Flower –Garden –Hammer –Infant –Lemon –Meadow –Mountain –Ocean Abstract words –Aptitude –Betrayal –Chance –Criterion –Democracy –Essence –Fantasy –Glory –Hatred –Ignorance –Loyalty –Mercy –Necessity –Obedience

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Perceiving Through Vision Size & shape Lettering Color Color dimensions Color & physiological responses/moods Color & liking

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Perceiving Through Hearing Sonic identity Sound symbolism

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Perceiving Through Taste Varying perceptions of what “tastes good” Culture backgrounds In-store marketing

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Perceiving Through Smell Smell & physiological response/moods Product trial Liking Buying

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Perceiving Through Touch Haptic means touch Touch & physiological responses/moods Liking

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumers Stimuli Perception Absolute thresholds Differential thresholds –Just noticeable –Weber’s Law Subliminal perception & consumer behavior

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Knowledge to Understand: Comprehension Objective Subjective Miscomprehension Effects of: −MAO −Cultural system Improving objective comprehension

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Inference~1 Brand names/symbols inferences −Misleading names/labels −Inappropriate/similar names Product features/packaging −Product attributes −Country of origin −Package design −Color

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Consumer Inference~ 2 Price Retail atmospherics/display Advertising/selling Pictures Language Ethical issues