1. Attention and Comprehension

2. What is perception?
It is the process where an individual receives stimuli through the various senses and interprets them

3. The Perception Process
Interpretation
Attention
Active Search
Passive search
Passive Attention
Simplify
Distort
Organize
Stimulus
Cognition
Stimulus Conditions
Intensity
Size
Message
Novelty
Position
Context
Audience Conditions
Attitudes
Values
Interests
Confidence
Social Context
Cognitive Style

4. Getting Attention
The first step in getting your ad noticed by the target segment
Advertising clutter
Noise clutter
Memory is less when viewed/heard with competitive brand advertising.

5. Zipping and Zapping Zipping is going ‘fast forward’
Zapping is changing channels or channel surfing

6. How to minimise Zipping and Zapping?
To get the commercial at the beginning of the pod
Visual elements that would be visible in the main body of the program or even when doing FF.
Zapping
Improving ‘likability’ of the ad
Making it interesting and involving

7. Primacy and Recency effects
Being the first ad, it registers in the mind.
Recency
The last one is fresh in memory
Therefore such ad positions are priced at a premium.

8. What ads attracts attention?
Product information that would help purchase decision
Those that expose themselves to information that support these opinions and avoid discrepant information
Those that desire to get exposed to information that stimulates
Stimuli which is interesting

9. Information of Practical value
The behavioural tendency to process information depends on
Need for information
Expectancy (Probability) that processing a particular ad will lead to relevant information exposure
Measure of the value of that particular as a source of relevant information

10. Long copy Vs short copy
Readership drops sharply after 50 words but between 50 and 500 words there is hardly any difference.
‘The more you tell the more you sell’
‘If you don’t have anything to say, then sing it.’
Depends on whether it is under active search or for future reference
Infomercials
Advertorials

11. Information that supports
Dissonance theory – Cognitive dissonance is discomforting and people will try to reduce it. One mechanism is through selective exposure
People tend to have a psychological preference for supportive information and avoid discrepant information. This is called selective exposure
Ad awareness seems to be higher for those who already have higher brand attitudes – Rajeev Batra and Wilried Vanhonacker
Involuntary exposure to non-supportive information shall increase selective exposure to information that supports

12. Information that interests
People tend to notice information that is interesting to them – Russel Haley
This where customer self-selection works when such ads are put in mass media.

13. Information that stimulates
Variety theory by Salvadore Maddi. This states that novelty, unexpectedness, change and complexity are pursued because they are inherently satisfying.
Adaptation level theory by H. Helson. People learn to associate stimuli with a reference point or adaptation level. Marked deviation from it shall attract attention.

14. Weber’s Law I K I The degree to which a stimulus would be regarded
as different will depend not on the absolute stimulus
change but on the% change from some point of reference. I K I

15. Attention vs Recall
Recall of an ad is a necessary but not sufficient condition for persuasion.
Ad repetition, higher frequency and higher SOV
Using distinctive creative material in the ad
Merchandising using clues to recall ad at the store

16. Attention vs Comprehension
While getting attention is important it should not detract the viewer from the message
The execution, models, props, etc. must not take precedence over the brand.
Persuasion takes place when good comprehension takes place. Processing would take central or peripheral routes of processing depending on the comprehension.

17. Interpretation vs Comprehension
Objective comprehension
What is the take-out of the brand? – copy test scales
Subjective comprehension
Explicit – the ad story
Implicit – using the ad information along with knowledge and experience already stored in memory
The deeper the level of subjective comprehension, the more effective the ad will be credibility, likeability, persuasive and recall – David Mick

18. Perceptual organization
People tend to see objects as a whole than see individually its parts. – S. E. Asch
First impressions are important.
Closure
Assimilation – Contrast
Miscomprehension

19. Brand Attitudes Cognitive (awareness, comprehension, knowledge)
Affective (evaluation, liking, preference)
Conative (purchase, trial)
Attitudes decay over time. Therefore +ve attitudes need to be nurtured and sustained.
Attitudes can be examined at three levels
Physical
Pseudo-physical
Benefits –physical and psychological

20. Attitude Segments % of total market 4 Marketing efforts 3 5 2 6
Competitive efforts 1 7
-ve
+ve
Attitude

21. Ad attitudes
Attitude towards an ad (liking) provided an impact on brand attitudes over and above the ability of the ad to communicate attribute information – Andrew Mitchell, Jerry Olsen and Terence Shrimp
Ad disliking has a greater effect than ad liking. The effect of ad liking are more important for mood ads than for hard-sell ads – McCollum and Spielman

22. What makes an ad more likeable?
Credibility
Positive, likeable feelings
Uses humour
Uses relevant executional devices
Uses relevant, likeable celebrities
Uses endorsers relevant to target market
For a brand already liked
Contains useful information
Interesting and reasonably complex
Contains information that is itself liked (SP)
Placed in a media environment that is itself liked