Chapter 2
 Introduction o Exposure, Attention, Perception
 Hierarchy (sequence) of communication effects
 Exposure, attention, perception, learning, attitude, action, post purchase
 How consumers respond to marketing activity
 Tosdale - AIDA – Attention, Interests, Desires, Action
 Palda – Hierarchy of Effects: Awareness, Knowledge, Interests,
Preference, Conviction, Purchase
 Exposure
 Branding, packaging, point of sale, in store display, get them too see Ad
 Attract Attention
 Perception
 Recognizes, selects, organizes, interpret message
 Learning
 Remembers message in memory
 Attitude
 Consumer responds affectively – taking a position
 Action
 purchase
 Post Purchase
 Word of Mouth, loyalty, advocacy, repeat purchase
 Exposure o Exposure – ensuring that marketing offering or message in the right place, for the target market, have access o Basic requirement
 Consumer perceptions, attitudes, or behavior o TGI – Target Group Index
 Characteristics of who buy in different product categories
 Demo, psycho, geodemographics
 Problem: we have selective exposure – not all of us have TV’s or watch TV/radio/billboards – etc
 Fix: Matching exercise takes place on TV shows
 National Readership Survey – print media o Age, gender, social grade, family circumstances, lifestyle, ethnicity, geodemographics
 Scan bar codes o Reach
 % of target audience that exposed at least once to your advertised message, if you advertised in a medium
(newspaper, magazine)

 Since more than one reader reach is different for newspapsers, etc. o Frequency
 Message delivered during a particular time period
 # times a message shown during a period of time
 TVR (Television Rating)
 Channel reaches into target market
 OTS
 Opportunity to See
 Summary
 So like it might 3 times of exposure for an AD to work – reach a 100%
 3 x 100 with the TVRs
 50% so you need 6 commercials
 50 x 6 = 300 TVRs
 How many exposures does it take for over exposure? o Fragmentation
 Which poses some serious concerns about reaching large number of viewers like TV
 Ways around it: Like the Mosquito – ringtone that annoys teenagers but not adults
 Voluntary Exposure – opting to get calls, emails, etc o Spam a problem
 Product placement
Attention:
 Even if marketing in right place – no guarantee that market will see it or pay attention to it
 More important than Exposure – We scan through ADS – but we look at the ones we are interested in – Initial Attention
 We pay attention without even knowing it and pay attention more to ones that apply to us
 EG – 3000 market per day = $1000 spent
 Clutter – too many messages
 Habituation – spend less time on Ads we do not know about and more on brands and products that we know o Gaining Attention
 Important – difficult cause of clutter o Holding Attention
 Attention held in order for message to work o Leading Attention
 Attention in message not peripherals o Distracting Attention

 Usually ineffective – however if arguments are weak than it might distract them from discovering how weak the product is
Techniques to Gain and Hold Attention
 Attention by color, movement, position, size, conditioned, novelty, humor, participation
Use of Color
 Color have different attention values
 Warm: Orange and Red – makes message larger
 Cool: Blue – makes message smaller
 Problems with Red: Hard to read sometimes
 Color helps packaging better
 Yellow helps with young children
 Women like direct mail envelops with more color than men
Movement
 Gain Attention
 Ads in TV or Cinema – more effective with movement than direct mail and static press
 Internet with graphics, movies, music – effective
 Billboards with real stuff or light up with fire – works!
Sound
 Visual attention diverted – sounds help redirect attention
Position
 Some believe right-hand page more attention than left
 Sports page that left side has more attention
 Compromise: double page spread with a message using just half of each page
 Golden Section: Law of thirds o Rectangle into thirds, vertically and horizontally, eye goes points of intersection o Keep points by the intersection
 Eye Camera o Eye takes over space o Where to put the Ad for a Poster or Products o You want to brands in prime locations
 Lower for kids and Higher for adults
 Hemispheral Laterzation o Message and how are focal vision see it in the brain o Left side – logical side and AD would need to be on the right o Right side – images, creative side and AD would be left side

Size o Doubling size does not double attention o Attention increases as square root of message size increase – message size important
Conditioned Response
 Attend to sounds we know, like the phone and this approach used for
Radio
Novelty
 Like monochrome TV AD – not use too it so it’s different, which can be good o Schema Discrepancy
 Different expected beliefs, attitudes, behaviors – causes a surprise
 Got to start out with something familiar then bring in the surprise
 Can use the store coupons, peel-off, product packaging – to be novel
 EX 1: Safe sending it out too IT and having shredded money in it
Humor
 Improve brand recognition
 94% affective in getting attention
 Humor used 2 to 3 times more in TV than Mags
 Used with low risk (food products, health, etc) than high risk (cars, bikes, etc)
Participation
 Get people to participate like outdoor posters
 Have Ads that have stuff left out, makes you pay attention more o Law of Closure
 Fill the gaps
Personalization
 Like the sense of touch and feel like they care
 Ex 1: Mail addressed to you
Perception and Interpretation
 Message is noticed it is then perceived and interpreted
 First stage is psychology of perception o Stimuli received and interpreted and that makes a response
Sensory Systems
 5 senses or store atmospherics – has to develop and maintain relationships with brands

o Vision – color/logo/product o Sound – Right kind of music encourages right shopping (fast or slow) o Touch – like to touch fabrics o Taste – Blind tests – brand image o Smell – Aroma in a store, magazine, etc.
 Multisensory Brands – Nike test liked shoes better with a room that fresh smells than one that had no smell
 Strong brand – all 5 senses!
 Multiple senses – brand experience and helps differentiate brand
 Internet – reduces senses, they should appeal more to them
 3 main Store Atmospherics o Proxemics – physical space conveying information. Buyer far away then customer does not like it o Kinesics – body positioning with eye contact o Paralanguage – choice of words. Here and this is better than there and that
Sensory Marketing Research
 Marketers are aware of what customers say but how they say it o Facial expressions o Sight and sound
 How: Brain Scans
NLP – Neurolinguistic Programming
 Transfer finding from neurology to figure out brain processes marketing information (advertisements)
Perception Organization
 Kazon Example
 Importance of how messages presented
 Pronunciation is important too
 7 Conventions o 1. If we hold a brand image or logo o 2. Law of similarity – interpret a new message in similar way something in our existing experience
 Primacy effect – most recent and similarly presented gives us new presented stimulus that is perceived
 Image of young and old women o 3. Expectation, physical evidence like the food example
 One is green (gross) other is normal – same food different color
 Gestalt – Double face thing
 Experience a whole and produce a list of issues to build up perception

o 4. Figure-ground relationship – something is interpreted. See both images at the same time. Gestalt o 5. Law of Closure: customers to solve the message
 Vertical Lines = thinner and taller o 6. Law of Continuity – consumer to continue an element of a particular direction. Whole Brand experience – ask if time o 7. Whole is greater than sum
Color – 8 th perception
 Different colors meaning and emotions (positive and negative)
 Cadbury used purple – luxury
 Fashion colors change o Cars change 30% colors every year
 Colors o Red: active, hot – everywhere around the world o Black and brown – sad but formal in Brazil o Green – secure/calm o Blue – authority, respect o Black – sleek, mystery, power o Yellow – warm
 Risk – color blind people have no idea which color products to use
 50% of color goes into perfume bottles and brand’s visual appearance is important
 Colors and Disadvantages o Red – Strength – Defiance o Blue – Intelligence – Coldness o Pink – Nurture – Weakness o Orange – Warm – Immaturity
Sensory Thresholds
 Perceptual senses have limits o Absolute Sesnsory – our senses are not capable of picking up all sensory inputs o Hearing and sigh not the same o Unconscious hear stuff
Sensory Discrimination
 Like a taste test
 We always detect difference between similar sensory inputs? No
 Brand Name! – Advertising and Packaging
 Having similar brands like yours is a good idea – Law of Similarity o Not always Pretty Polly

Just Noticeable Difference
 Consumers might or might not notice a change in some marketing message, product design, or package (JND)
 Keep brand fresh buy changing small details year to year
 Do not raise or lower prices drastically, in stages works better
 What you can get away with
Selective Attention and Perception
 Consumers bombarded with thousands of messages – make the selection of what is perceived better
 Depends on what they will get through o Values, Motives, Attitudes, social situations, current interests, preoccupations o Perceptual Vigilance – Open to what they are interested in o Perceptual Defense – Consumers avoid product because of past experience o More we understand about perceptual process – target market becomes concerned – intended receivers will receive the message o Like crooked sign with eggs  farmers not city o Noise can be a problem – interference before the receiver the message
Product Perception
 What we are making and selling – should focus on benefits and how they perceive products and brands
 Range of brands build perceptual maps o Perceive the product in terms of image relative to competing offerings o Brand Positioning – minds of consumers
Perception and Evoked Sets
 Consumers mapped a range of brands
 Now aware of some brands – unawareness set
 Brands that remind of something they know – Evoked
 Inert Set – brands indifferent to them
 Inept Set – brands they do not like
Perception and Intangibility of Services
 Intangible services cannot be touched or grasped
 How customers perceive and evaluate quality of services o Service on the bases tangible services (building, etc) is good
 Leads to affective responses and behavioral intentions
 Create Brand Identity – with sensory images o Symbol, logo, etc

 They should trust you
 Semiotics – study of symbols o Create Icon message direct to product or brand o Share common properties – depicted scented flowers for air freshener o Have agreed associations – symbol – rugged cowboy for Marlboro

Dear Genysis Marketing Team,
Please do not think we have forgotten about you. We have been developing a marketing strategy to help promote Genisys with Generation Y. Right now we are working on a media plan. My team and I are considering making adjustments to the 2010 Marketing and Public Relations Budget to reach this target audience. We have thoroughly reviewed your budget and have done extensive research on different marketing strategies. We have been conducting all of our research based on the three goals your team has requested. I will continue to keep your team updated throughout the next few weeks, and please feel free to email our team at your earliest convenience if you have any questions.
We have downloaded your application, Great Work!