We live in a world with constant sensation: colours, sounds,and odors. We are rarely away from a marketing pitch. As individuals we pick and choose messages to attend to and we put our own spin on what we experience
Take a minute to watch this little prank by Payless Shoes where they convince media influencers to buy their not so high end shoes for exorbitant prices.
The process of perception involves exposure, attention and interpretation Five Senses Magnum
SENSORY SYSTEMSInputs picked up by our senses are the raw data that generate responses
JUST NOTICEABLE DIFFERENCEJND is very important to marketers; A marketer may want a consumer to notice a discount, or may not want consumer to notice a difference. Weber's Law found that the amount of change necessary to be noticed is related to the intensity of the stimulus. For example if you were carrying ten pounds and added one pound you may notice the difference; but if you were carrying 100 lbs and added 1, you would not notice the difference. The ratio is what is important not the absolute difference. When would a marketer not want you to notice difference in product? When they are giving you less product in the same box or package? When they have brand loyal consumers and they want to change something? When would a marketer want you to notice difference in product? A sale? When the brand has had bad press and they need change? Generally for a consumer to notice a price difference it is discounted 20%
Click Just Noticeable Difference (inside link) to see an illustration SUBLIMINAL PERCEPTION
Watch this demonstration of Subliminal Persuasion. Do you think this is real, or faked? https://www.youtube.com/watch?v=YQXe1CokWqQ Derren Brown - Subliminal Advertising ATTENTION
FACTORS AFFECTING ATTENTIONI. PERSONAL SELECTION FACTORS
II STIMULUS SELECTION FACTORS
Altered Reality: QR Codes- Simple Augmented RealityView my video:
In class we will investigate QR Codes For more see: The Key to Media's Hidden Codes INTERPRETATION
Review Gestalt and Semiotics in this Slideshare
HOME PLEASE NOTE: Information on this site is for use of the students of this course. For copyright information of the linked sites please see the respective authors. Which of the following refers to the extent to which processing activity is devoted to a particular stimulus?Attention. Refers to the extent to which processing activity is devoted to a particular stimulus.
Which of the following refers to the extent to which processing activity is devoted to a particular stimulus quizlet?Attention: refers to the extent to which processing activity is devoted to a particular stimulus. Interpretation: refers to the meanings we assign to sensory stimuli. List the three semiotic components of a marketing message, giving an example of each.
When a stimulus comes within the range of someone's sensory receptors what occurs?Exposure: Occurs when a stimulus comes within the range of someone's sensory receptors.
Which of the following refers to the meaning we assign to sensory stimuli?interpretation. the meanings we assign to sensory stimuli. positioning strategy. THIS guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
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