PERCEPTION April 2007 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. 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? 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 Perceptual Process: • Exposure (Can I see it?) • Attention (Am I looking at it?) • Interpretation (What do I see?) Exposure Consumers are exposed to information in the environment including marketing strategies, primarily through their own behaviours Two Types Accidental Intentional What you want is ad exposure to the right people Will influence where you place your ad 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. Exposure 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? 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? Marketers are always looking for new places to expose people to ads Wherever eyes go Wizmark’s interactive urinal communicator “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 attentiongrabbing medium for advertising any male oriented product or service.” New Media offer new places to advertise In Game Advertising ATTENTION Procter & Gamble Inc. has hired actors to pose as shoppers at WalMart, Loblaws and other stores. On cue, they ditch their carts and launch into a "performance ad" for Liquid Cheer laundry detergent 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. What will make us pay attention? In what Areas of Marketing will Vision be Important? 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. 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 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? sensory evaluation of products Which scents go with which product? sensory branding 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. Martin Lindstrom: Brand Sense: Build Powerful Brands through Touch, Taste, Smell, etc What is the value of using pleasant scents in a retail environment? 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 Spangenberg et al 1996 (J of Marketing) Touch This Caress Ad Uses Tactile Stimulation as a Selling Point This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki 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. 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 As an environment becomes more pleasurable so people are likely to demonstrate 'approach behaviors' towards it, such as a greater willingness to return. Congruency of scent and music as a driver of in-store behavior 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). For Scents: • Lavender = low arousal scent • Grapefruit = high arousal scent For Music: • Slow tempo classical = low arousal music • Fast tempo classical = high arousal music Sensory Thresholds •Absolute Threshold Subliminal Advertising does not work If you can sense it, it is above the threshold and therefore not subliminal Subliminal Messages in Ads 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 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 Differential Threshold Stimulus Generalization Applications of Stimulus Generalization Look-Alike Packaging Product Line Extension Family Branding Licensing 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) How do Consumers Choose What to Pay Attention To? Stimulus Selection Factors Size Colour Position 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 VIOLET Magical Enchanting Unimportant Unrealistic Irresponsible Immature GRAY Neutrality Un-committed and un-involved Escape from anxiety YELLOW Bright Cheerful Restless Seeking change Creates anxiety BLUE traditional complete calm reduces blood pressure BROWN Reduced sense of vitality Passive Solid roots GREEN Stimulus for interaction Analytical Precise Accurate Resistance to change 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 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 Mercedes Oldsmobile Conservative older people Chrysler BMW Dodge Lexus Spirited performance young people fun sporty Pontiac Buick Ford Porsche Honda Chevrolet Nissan Toyota VW Practical fuel efficient affordable Hyundai