ATTENTION, COMPREHENSION & RECALL
WHAT IS PERCEPTION?
It is the process where an individual
receives stimuli through the various
senses and interprets them
ATTENTION
It can be viewed as the allocation of processing
capacity to any information.
 It is a filtering mechanism
 Consumers allocate their attention on both
voluntary & involuntary basis (relevance of
information or distinctive stimuli)

GETTING ATTENTION
The first step is getting your ad noticed by the
target segment
 People neither have the cognitive capability nor
even the interest to pay attention to all the
messages they are exposed to
 Ad environment is so cluttered that consumers
deliberately try to avoid ads
 With the use of remote control, life has become
easier for TV viewers, but difficult for marketers

ZIPPING & ZAPPING
Zipping is ‘fast forwarding’ the ad part when
playing pre-recorded cassettes
 Zapping is switching across TV channels with
remote control (Channel Surfing) or completely
switching off for some seconds & then switching
on again
 There is an inverse relationship between clutter &
ad recall
 Research says that young adults zap more than
the older adults

CONTROLLING ZIPPING ZAPPING
Advertisements placed either at the beginning or
the end of commercial breaks, are less prone to
be affected by the clutter than ads placed in the
middle
 The break is also known as ‘pod’
 High involvement ads are less affected by clutter
than low-involvement ads
 Creating interesting ads for viewers
 Visual elements (Logo, Packaging) that would be
visible in the main body of the program or even
when Fast Forwarding

ELEMENTS OF ADS THAT ATTRACTS ATTENTION
Information that may be highly useful for a person,
that would help in making better purchase
decisions
 Information that supports the audience’s opinion
 Information that is stimulating, e.g.-information
about a new & exciting product
 Information that is interesting for the audience as
no one would like to be exposed to dull & boring
information

ATTENTION VS COMPREHENSION



Comprehension is the capacity to understand
While getting attention it is important it should not
distract the viewer from the message
The execution, models, props, etc. must not take
precedence over the brand.
FIGURE & GROUND
Copyright 2007 by Prentice Hall
FIGURE & GROUND
GROUPING
CLOSURE

C:\Users\user\Desktop\Tata Docomo - Hate
Incomplete Stories Facebook.flv
RECALL
It is actually retrieval of information from
memory
 The viewing environment of a commercial can
affect recall
 Prior familiarity with an item generally
enhances recall
 Unusual advertising, distinctive packaging or
jingle increases recall
