The picture to the right of the title above is an exercise in perception. Try saying aloud the name of the colour of each word in the box (not the word that's written there, but the colour it's written in). Show
Think about what's important to your customer. Think about the product attributes that will make a difference to that customer and how your customer perceives your product in terms of these attributes, especially as compared to your competitors. What kind of a target market have you got? Are they sophisticated enough that you would be thinking of using an ad that depends on a high level of ability to perform closure? Are you dealing with a group that has a definite bias (can you sell Joe Clark T-shirts at an Liberal Party rally?). Use the material in these chapters to help you understand your customer better, and write about your customer in the Assignment. Sensory Systems and Ad Appeals to the Five Senses Sensation - the body's response to these stimuli Exposure
Sensory Thresholds - Absolute and Differential Two of the most complicated terms in this chapter are under the heading, "Sensory Thresholds" - Absolute Threshold and Differential Threshold. They are somewhat easier to explain in terms of a specific product, which is why for the entirety of this course you have a particular product to try to fit into the structure given you.
You can use the absolute and differential threshold concepts to analyze the product itself or the person who uses it. What's the difference for a marketer between the girl who uses a pale pink lipstick and the one who paints on a full theatrical red lip? Let's take another example:
Subliminal Perception - I used to say not to spend much time on this because it does not really exist. But in the Summer S1 Term, one of my students. Monica Reis, found a website that made me see the concept differently. When something is presented subliminally, you do not see it. I used to think, if you can't see it then you can't show me an ad where there is something I don't see. But using the FedEx ample from the Waving Hand Question above, we can "see" a subliminal message in a firm's logo. Here is the answer to the question posed about finding the hidden message:
If you're like most people, BEFORE you see the answer, you have not seen the little white forward arrow between the E and the x at the end of the logo. Given that we cannot "see" that until the secret is pointed out (most of us anyway), I'm willing to say that yes, there is such a thing as a subliminal message. Do see if you can find anything related to subliminal messages in your ad or a proposed ad for your project product. Attention Personal Selection Factors
Stimulus Selection Factors
Think about these factors and what it tells you about your target market when you consider how they will react to each of these. What kind of a person only notices an ad if it is totally and immediately relevant to him at that moment? What kind of person, alternatively, keeps a running file in her head of seventeen different ads for sixteen different brands of the same product before coming to a decision to buy one? Interpretation Schema
Stimulus Organization Gestalt Psychology
Symbols and Semiotics
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Perceptual Positioning
The example given of Price Leadership in the textbook is slightly different from how we usually think of Price Leadership. Price leadership essentially means being a strong enough player to be able to set prices where you want to set them. This usually refers to setting low prices - leading the pack in providing low prices to consumers (WalMart is an excellent example of price leadership in setting low prices for the competition to have to follow). It also can refer to being known enough as a quality product that you can set a high price and know that people will pay it. Bayer Aspirin does this; it costs more than other acetylsalicylic acid. In the example in Solomon's textbook, he cites L'Oreal, a company which practices price leadership at both ends of the scale - their Noisome face cream is priced high, and their Plenitude brand is priced low, and because L'Oreal is a strong solid contender in the skin-care field, they can determine what prices they will set for each of those products. For your product, just consider whether one or the other end of the Price Leadership scale is accurate for your product. Remember too that you don't have to come up with an example for each of these six attributes; very few products position themselves on all six. Many use just one or two dimensions. One Minute Paper Time for Group Meetings What occurs when a stimulus is below the level of an individuals awareness?Subliminal perception: Occurs when the stimulus is below the level of the consumer's awareness.
What are stimuli called that are below the level of conscious awareness?It is also possible for us to get messages that are presented below the threshold for conscious awareness—these are called subliminal messages. A stimulus reaches a physiological threshold when it is strong enough to excite sensory receptors and send nerve impulses to the brain: This is an absolute threshold.
When the stimulus presented is below the level of the consumers conscious awareness the result that occurs is called?Subliminal means that a stimulus is presented below (sub) the threshold (limen) for conscious recognition, yet the stimulus can still affect behavior as it has been registered at a basic level of perception (even if there is likely not a fixed threshold; for an overview of methods for subliminal validation, see Sand & ...
Is the perception of stimuli below the level of consumer consciousness?So subliminal perception (supposedly) occurs when the stimulus is below the level of the consumer's awareness.
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