PERCEPTION

How many pages of the 750 are devoted to Editorial? A:Less than 100 What’s the problem then for the advertiser?

What is Sensation? What is Perception? 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 Exposure (Can I see it?) Attention (Am I looking at it?) Interpretation (What do I see?)

Exposure February 2003 Cunning Stunts Communications announce the launch of foreheADS™ - the medium that alleviates student debt while bringing a brand's message to the fore. Cunning Stunts have a network of students to display brand logos on their foreheads. Ads are placed using a temporary transfer. Students must display the ads for a minimum of 3 hours a day in highly visible locations such as the student bar, local pubs and shopping areas. They receive £90.00 for a week's work. Capitalism gone too far?

Will “advertising on heads” catch on in Canada? Do brands risk being tarnished by being promoted this way? Are there certain types of products better suited for this type of promotion?

Marketers are always looking for new places to expose people to ads

ATTENTION What will make us pay attention? Procter & Gamble Inc. has hired actors to pose as shoppers at Wal-Mart, Loblaws and other stores. On cue, they ditch their carts and launch into a "performance ad" for Liquid Cheer laundry detergent What will make us pay attention?

In what Areas of Marketing will Vision be Important?

Stimulus Organization Gestalt Closure Principle Figure-Ground Principle Principle of Similarity

Closure Is it satisfying to “close” the image?

Figure Ground

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

What Scents would be appropriate?

Which scents go with which product? sensory evaluation of products Which scents go with which product?

Touch

This Caress Ad Uses Tactile Stimulation as a Selling Point This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki

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 brand awareness

Role of Music in Marketing attracting attention implicitly or explicitly carrying the message, creating emotional states acting as a mnemonic cue

Impact of Background Music Variables Slow Music Fast Music

Sensory Thresholds Absolute Threshold Subliminal Advertising does not work If you can sense it, it is above the threshold and therefore not subliminal

Many ads use hidden messages, most of them harmless 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 The Choice Of A New Generation (1984) If all brands are perceived to be alike, why should consumers buy your brand? The Choice Of A New Generation (1984) The real thing (1970)

Novelty How do Consumers Choose What to Pay Attention To? Stimulus Selection Factors Size Colour Position Novelty 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

research indicates colour selection alone may impact sales by a margin of 5 to 40 percent What colours compel customers to spend more? What colours make people come into a business? What are the best colours to use on a web site? What are the best colours to use in print advertising? What are the best colours to use for stationery; packaging, products, uniforms

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 Experience Environment Culture

Which belong together? The green things and the blue things Or the circles and the bars ?

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

Interpretation Consumers assign meaning to stimuli based on Schema, or set of beliefs, to which the stimuli is assigned. The schema will determine what criteria will be used to evaluate the product package message

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

KAZON KAZON KAZON KAZON KAZON KAZON KAZON KAZON

Semiotics: study of how meaning is created How do consumers interpret the meanings of symbols? What do they mean to people? Object Sign Interpretant

Product Positioning

How are these products positioned?

How are these companies positioned

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

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