2. PERCEPTION

3.  broadcast and cable networks run an average 15 minutes of nonprogram time per hour in prime time, according to the annual Clutter Watch study issued by media agency MindShare.  MTV had the most noncommercial minutes with 16:09.  a 2006 report from TNS Media Intelligence reveals that 35%, or 21 minutes, of every prime-time hour includes some kind of branded message.  up 8% from 2000 and 36% from 1991  Networks use fewer commercial breaks during primetime than in previous years, but the average length of each break continues to rise, to an all-time high of 3.05 minutes, up 41% from 5 years ago. April 2007

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

5. What is Perception? The process by which we select, organize, interpret and give meaning to sensations. What is Sensation? 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

6. An Overview of the Perceptual Process Perceptual Process: Exposure (Can I see it?) Attention (Am I looking at it?) Interpretation (What do I see?)

7. Exposure Consumers are exposed to information in the environment including marketing strategies, primarily through their own behaviours Accidental What you want is ad exposure to the right people Will influence where you place your ad Intentional Two Types

8. 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. Exposure Capitalism gone too far?

9. 1.Will “advertising on heads” catch on in Canada? 2.Do brands risk being tarnished by being promoted this way? 3.Are there certain types of products better suited for this type of promotion?

10. Marketers are always looking for new places to expose people to ads Wherever eyes go

11. “Wizmark can talk, sing, or flash a string of lights around a promotional message when greeting a "visitor". The large anti-glare, water-proof viewing screen is strategically located just above the drain to ensure guaranteed viewing without interruptions. Using the elements of surprise and humor in a truly unique location will allow Wizmark, in combination with your ad, to make a lasting impression on every male that sees it. Wizmark is the perfect attention- grabbing medium for advertising any male oriented product or service.” Wizmark’s interactive urinal communicator

12. In Game Advertising New Media offer new places to advertise

13. 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

14. In 'low-interest' categories, one of the greatest challenges is to create drama and excitement and awareness around the brand. He ate the whole billboard! With nothing to help him except Heinz! It got people’s attention, dramatized the message, and created word-of-mouth publicity for the brand.

15. What will make us pay attention?

17. In what Areas of Marketing will Vision be Important?

18. In 80% of cases the decision to buy this or that product is made by a client at the point of sale (POS) and only 20% of cases are influenced by advertising in mass media.

19. Gestalt  Closure Principle  Figure-Ground Principle  Principle of Similarity Stimulus Organization

20. Closure Is it satisfying to “close” the image?

23. Figure Ground

25. the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other Principle of Similarity

26. the larger circles appear to belong together because of the similarity in size We group objects that are similar

27. Things which are closer together will be seen as belonging together or related.

30. SMELL

31. Aroma Marketing The 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

32. What Scents would be appropriate?

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

34.  Two pairs of the same Nike running shoe were placed in separate, but identical rooms.  One room was infused with a mixed floral scent. The other wasn’t.  Test subjects inspected the shoes in each room, and then answered a questionnaire.  84 percent preferred the shoes displayed in the fragrant room.  The consumers estimated the value of the “scented” shoes to be, on average, $10.33 higher than the pair in the unscented room.  none of the respondents was aware of the smell in the room. sensory branding Martin Lindstrom: Brand Sense: Build Powerful Brands through Touch, Taste, Smell, etc

35.  Improve the perception of customers as to the evaluation of the store  Improve the perception of customers as to the stores environment  Improve the perception of customers as to the merchandise  Improve the perception of customers as to specific products  Improve the intentions of customers to visit the store  Improve purchase intentions for specific products What is the value of using pleasant scents in a retail environment? Spangenberg et al 1996 (J of Marketing)

36. Touch

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

38.  The original contour of the "Mae West" bottle was designed in 1915  to be identified by touch even in the dark.  The Coke bottle was not encumbered with a lot of text, and the color scheme was universal.  The tactile encounter with the bottle conveyed a sense of pleasure across multiple cultures  Modern perfume bottles come in all shapes and sizes but most are made of glass.  Handling an elegant sculpted glass container provides the consumer with a sense of luxury that does not come across in the same way with more modern materials,  although the latter can actually assume more shapes and textures.

39. 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.

40. What qualities do we associate with each of these fabrics?

41. TASTE

42. This Ad Uses Taste to Motivate People to Buy Their Product

43. Do they taste the same?

44. SOUND brand awareness

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

46. Variables Slow Music Fast Music Impact of Background Music As an environment becomes more pleasurable so people are likely to demonstrate 'approach behaviors' towards it, such as a greater willingness to return.

47. Hypothesis Matching high arousal scent and high arousal music conditions will lead to enhanced (a) pleasure,(b) store environment, (c)impulse buying and (d) satisfaction, compared to mismatched conditions (ie high/low or low/high). Congruency of scent and music as a driver of in-store behavior

48. w For Scents: Lavender = low arousal scent Grapefruit = high arousal scent w For Music: Slow tempo classical = low arousal music Fast tempo classical = high arousal music

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

50. Subliminal Messages in Ads w Critics of subliminal persuasion often focus on ambiguous shapes in drinks that supposedly spell out words like S E X as evidence for the use of this technique. McDonalds Subliminal

51. Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo? If you can see it, it is not subliminal

53. Differential Threshold

54. Stimulus Generalization Applications of Stimulus Generalization Look-Alike Packaging Family Branding Product Line Extension Licensing

55. Stimulus Discrimination If all brands are perceived to be alike, why should consumers buy your brand? The real thing (1970) The Choice Of A New Generation (1984)

56. How do Consumers Choose What to Pay Attention To? Stimulus Selection Factors Contrast Create Contrast so That Stimuli is More Likely to Be Noticed. Size Colour Position

57. Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles

59. This Ad Relies on Color Contrast to Get Noticed

60.  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 research indicates colour selection alone may impact sales by a margin of 5 to 40 percent

61. Colour and Demographic Variables Age Gender Culture

62. 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

63. Personal Selection Factors  Experience  Environment  Culture

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

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

66. Schema,  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 Interpretation

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

68. KAZON

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

70. Product Positioning

71. How are these products positioned?

72. How are these companies positioned

73. 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

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