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2-2
“Alternative” Milk
• Parmalat– Shelf-stable milk: Can last for 5-6 months
unopened without refrigeration
• Discussion: Would you drink milk out of a room-temperature, square, quart-size box?
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Overflowing Sensations
• Our world is a symphony of colors, sounds, odors, tastes, etc.– Marketers contribute to the
commotion– Advertisements, product
packages, radio & TV commercials, billboards
– NBC’s Fear Factor
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Sensation & Perception
• Sensation– Immediate response of
our sensory receptors…• …eyes, ears, nose,
mouth, fingers…
– …to basic stimuli…• …such as light, color,
sound, odor, and texture
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Sensation & Perception (Cont’d)• Perception
– Process by which sensations are selected, organized, and interpreted
• Adding meaning to raw sensations
Figure 2.1
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Advertisements Appeal to Our Sensory Systems
• This ad for a luxury car emphasizes the contribution made by all of our senses to the evaluation of a driving experience.
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Sensory Systems - Vision
• Marketers rely heavily on visual elements in advertising, store design, and packaging.
• Meanings are communicated on the visual channel through a product’s color, size, and styling.
• Colors may influence our emotions more directly.– Arousal and stimulated appetite (e.g. red)– Relaxation (e.g. blue)
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Vision
• Color– Color provokes
emotion– Reactions to color
are biological & cultural
– Color in marketing is serious business!
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Perceptions of Color
This ad campaign by
the San Francisco
Ballet uses color
perceptions to get urban
sophisticates to add
classical dance to their
packed entertainment
itineraries.
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Perceptions of Color
• As this Dutch detergent ad demonstrates (Flowery orange fades without Dreft), vivid colors are often an attractive product feature.
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• First Heinz gave us “Blastin’ Green” ketchup in a squeeze bottle. Now they have introduced “Funky Purple” ketchup.
• What sensory perception is Heinz trying to appeal to? Do you think this product will be successful? Why or why not?
Discussion Question
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Smell
• Odors = mood & memory (limbic system)– Fresh cinnamon buns = male sexual arousal– Scented marketing
• Cadillac’s “Nuance” scent = expensive upholstery
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Smell in Advertising
• This ad pokes fun at the proliferation of scented ads. Ah, the scent of sweat.
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Hearing
• Many aspects of sound affect people’s feelings and behaviors– Phonemes of brands = unique product
meanings• “i” brands are “lighter” than “a” brands
– Effect of Muzak: Muzak uses a system it calls “stimulus progression” to increase the normally slower tempo of workers during midmorning and midafternoon time slots.
MUZAK.COM
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Applications of Touch Perceptions
• Kansai engineering: A philosophy that translates customers’ feelings into design elements.
• Mazda Miata designers discovered that making the stick shift (shown on the right) exactly 9.5 cm long conveys the optimal feeling of sportiness and control.
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Tactile Quality Associations
Table 2.1
Tactile Oppositions in Fabrics
Perception Male Female
High class Wool Silk Fine
Low class Denim Cotton
Heavy Light Coarse
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Taste
• “Flavor houses” (e.g., Alpha M.O.S.)– Develop new concoctions for consumer palates
• Cultural changes determine desirable tastes
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This ad targets which senses?
• This Finnish ad emphasizes the sensual reasons to visit the city of Helsinki.
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Exposure
• A stimulus comes within range of someone’s sensory receptors– We can concentrate,
ignore, or completely miss stimuli
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Your Assignment
• Select three to five advertisements (in any format) that target different sensory perceptions.
• Present those advertisements in 5 to 10-minutes.
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Sensory Thresholds
• Psychophysics
• Absolute threshold– Dog whistle– Billboard with too small print
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Sensory Thresholds (Cont’d)
• Differential threshold– J.n.d.– Weber’s Law
• Discussion: Many studies have shown that our sensory detection abilities decline as we grow older.– Discuss the implications
of the absolute threshold for marketers attempting to appeal to the elderly.
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Subliminal Perception
• It is believed that many ads are designed to be perceived unconsciously (below threshold of recognition)
• Subliminal Techniques– Embeds– Subliminal auditory
perception
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Subliminal Perception (Cont’d)
• Most researchers believe that subliminal techniques are not of much use in marketing
• Discussion: Assuming that some forms of subliminal persuasion may have the desired effect of influencing consumers, do you think the use of these techniques is ethical? Explain your answer.
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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. This Pepsi ad, while hardly subliminal, gently borrows this message format.
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Attention
• The extent to which processing activity is devoted to a particular stimulus– Competition for our attention
• 3,500 ad info pieces per day• Multitask
– Marketers need to break through the clutter
• Microsoft’s butterfly decals on sidewalks
• Mini Cooper’s fake robots ad
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Attention and Advertising
• Nike tries to cut through the clutter by spotlighting maimed athletes instead of handsome models.
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Stimulus Selection Factors
• Size:– The size of the stimulus itself in contrast to the
competition helps to determine if it will command attention.
• Color:– Color is a powerful way to draw attention to a product.
• Position:– Stimuli that are present in places we’re more likely to
look stand a better chance of being noticed.
• Novelty:– Stimuli that appear in unexpected ways or places tend
to grab our attention.
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Perceptual Selection (Cont’d)• Stimulus Selection Factors
– Weber’s Law• Differences in size, color, position, & novelty
– Interpretation: assigned meaning to stimuli• Schema leads to stimulus evaluation
2-30
• What technique does this Australian ad rely on to get your attention?
• Does the technique enhance or detract from the advertisement of the actual product?
Discussion Question
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Stimulus Organization
• A stimulus will be interpreted based on its assumed relationship with other events, sensations, or images.
• Closure Principle:– People tend to perceive an incomplete picture as
complete.
• Principle of Similarity:– Consumers tend to group together objects that share
the same physical characteristics.
• Figure-ground Principle:– One part of a stimulus will dominate (the figure) and
other parts will recede into the background (the ground).
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Gestalt Principle
• This Swedish ad relies upon gestalt perceptual principles to insure that the perceiver organizes a lot of separate images into a familiar image.
2-33
Principle of Closure
• This Land Rover ad illustrates the use of the principle of closure, in which people participate in the ad by mentally filling in the gaps in the sentence.
2-34
Figure-ground Principle
• This billboard for Wrangler jeans makes creative use of the figure-ground principle.
2-35
Semiotics
• Correspondence between signs and symbols and their role in the assignment of meaning
• Consumer products = social identities– Advertising as culture/consumption dictionary
2-36
Semiotic Relationships
MarlboroCigarettes
Cowboy RuggedAmerican
Object(Product)
Sign(Image)
Interpretant(Meaning)Figure 2.3
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Semiotics (Cont’d)• Signs are related to
objects in 3 ways:– Icon– Index– Symbol
• Hyperreality– Marlboro cigarettes =
American frontier spirit– “Heidiland” in Switzerland
Office Space & “Rio Red” stapler: SWINGLINE.COM
2-38
Perceptual Positioning
• Positioning Strategy– A fundamental part of a company’s marketing
efforts as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning.
– Many dimensions can establish a brand’s position in the marketplace:
• Lifestyle • Competitors
• Price Leadership • Occasions
• Attributes • Users
• Product Class • Quality
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