PERCEPTION
Cutting
through the
Clutter
How many pages
of the 750 are
devoted to
Editorial?
Answer:
Less than 100
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
Forgetting
Perceptual Process:
• Exposure (Can you see it?)
• Attention (What are you looking at?)
• Interpretation (What do you really see?)
Exposure
Captive Advertising’s survey into the
market profile, effectiveness and market
view of the medium. The results of the
survey are as follows:
Age Group
18-25 (33%)
26-31 (36%)
32-45 (31%)
Unaided Recall
Market View
70%
90% of those
surveyed liked the
medium
ATTENTION
In what Areas of Marketing will Vision be
Important?
Stimulus Organization
Gestalt
 Closure Principle
 Figure-Ground Principle
 Principle of Similarity
Figure Ground
Escher
Once You’ve figured
out what this picture is
you cannot go back to
the way you saw it
initially.
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
Which scents
go with which
product?
Touch
This Finnish Ad
Emphasizes Sensual
Reasons to Visit
Helsinki
This Caress Ad
Uses Tactile
Stimulation as a
Selling Point
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
Role of Music in Advertising
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
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
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
The Choice Of A New
Generation
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
 Empirical research indicates colour selection alone may
impact sales by a margin of 5 to 40 percent
• What colours will compel customers to spend more money?
• What colours will make people come into my business?
• What are the best colours to use to make more sales?
• What are the best colours to use in print advertising?
• What are the best colours to use for stationery; packaging,
products, uniforms
A well known hamburger chain discovered that red and yellow
had a major psychological effect on its customers. It found that
the correct colour combination can ...
1. Attract extra customers
2. Compel them to enter the store
3. Spend more money and feel better about it.
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
Separate into the 4 items
into two groups of two
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.
KAZON
KAZON
KAZON
KAZON
This Singaporean Ad for Toyota Evokes a Car
Schema Even Though Using Household Furniture
Semiotics: The Symbols Around Us
The study of how consumers interpret the
meanings of symbols
Object
Sign
Interpretant
Product Positioning
How are these
products positioned?
Reasons to Re-Position Product
Competitive entry positioned next to
the brand


Consumer preferences changed
New customer-preference clusters
discovered with promising
opportunities


Original position a mistake
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
Behavioural Segmentation
Benefit Segmentation of the Toothpaste Market
Benefit
Segments
Demographics
Behaviour
Psychographics
Favoured
Brands
Economy
(low price)
Men
Heavy Users
High
autonomy
Brands on sale
Medicinal
(tooth decay)
Large
Families
Heavy Users
Hypochondriac
Crest
Cosmetic
(White teeth)
Teens, young
adults
Smokers
High
sociability
Aqua-Fresh
Taste
(good taste)
Children
Spearmint
lovers
High selfinvolvement
Colgate, Aim
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