COPYRIGHT © 2012 Cengage Learning Asia Making Contact CHAPTER 11

COPYRIGHT © 2012 Cengage Learning Asia

Making Contact

CHAPTER 11


Exposure


ExposureExposure: occurs when there is physical proximity to a stimulus that allows one or more of our five senses the opportunity to be activated

Activation happens when a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur


ExposureFirms must bring their messages and products into sufficient physical proximity for consumers to have the opportunity to notice them

Companies must identify those advertising mediums, promotional programs, and distribution channels that provide access to their target market


Reaching the ConsumerTraditional media and distribution channels


Reaching the ConsumerTraditional media and distribution channels

Media giants have made changes to satisfy their clients’ need for flexibility to deliver different messages to different sections of the country

Other tactics include product placement and advertiser sponsoring


Reaching the ConsumerThe Internet


Reaching the Consumer


Reaching the ConsumerBusiness Websites: the company’s online presence should facilitate its bricks-and-mortar operations to attract new customers and satisfy its existing customer base


Reaching the ConsumerBusiness Websites: the company’s online presence should facilitate its bricks-and-mortar operations to attract new customers and satisfy its existing customer base

Search Engine Marketing: search engines lead consumers to company websites and provide a way to reach new customers


Reaching the ConsumerOnline Advertising: advertising content delivered in different forms such as static, pop-up, or floaters


Reaching the ConsumerOnline Advertising: advertising content delivered in different forms such as static, pop-up, or floaters

E-mail Marketing: although a relatively inexpensive way to deliver content, problems include “bounce back” and getting the recipient to open the e-mail

Permission-based e-mails are more likely to be successful than spam


Reaching the ConsumerInstant Messaging: very popular among different consumer segments due to the interactive nature or messages


Reaching the ConsumerInstant Messaging: very popular among different consumer segments due to the interactive nature or messages

Blogs: the online journal community, traditionally free from corporate influence, is being infiltrated by companies


Reaching the ConsumerAdditional modes of contact

Viral Marketing

Mobile Marketing

Advergaming (遊戲式廣告 )


Reaching the ConsumerViral marketing: a company creates something that is so compelling that consumer spontaneously pass it along to others they know



Mobile marketing: transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity



Mobile marketing: transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity

Advergaming: games contain product associations


Selective ExposureEven though advertisers may get their message out, exposure may still not occur because consumers sometimes avoid exposure

Occurs when people do something other than watch television during commercial breaks or fail to click onto banner ads on the Internet

Selective exposure reduces the size of audience being reached


OverexposureHabituation: when a stimulus becomes so familiar/ordinary that it loses its attention-getting ability

Advertising wearout: describes ads that lose their effectiveness because of overexposure

One solution to wearout involves varying advertisement execution

Overexposure extends beyond advertising to the product


AttentionAttention: the amount of thinking focused in a particular direction


AttentionAttention: the amount of thinking focused in a particular direction

Focus (direction of attention) and intensity (degree of attention) are key to understanding attention

Before companies can expect to get consumers’ money, they must get their attention

With attention, products get into consumers’ consideration sets


AttentionMental capacity is the cognitive resource for attention

Cognitive psychology focuses on understanding humans’ mental capacity


AttentionMental capacity is the cognitive resource for attention

Cognitive psychology focuses on understanding humans’ mental capacity

Mental capacity:Sensory memory Short-term memory Long-term memory


AttentionSensory memory: part of capacity used when initially analyzing a stimulus detected by one of our five senses



Short-term memory: the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs)



Short-term memory: the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs)

Long-term memory: mental ware-house where knowledge is stored


AttentionShort-term memory is a limited mental resource

Span of attention measures how long short-term memory can be focused on a single stimulus

Short commercials overcome consumers’ limited attention spans

Information must be activated to remain in short-term memory


AttentionThe size or capacity of short-term memory is also limited

Size of short-term memory is measured in informational chunks, a grouping of information that can be processed as a whole unit

Capacity varies from 4 to 7 chunks

Disclosing more product information may actually confuse consumers rather than help them


Grabbing Consumers’ AttentionConsumers are bombarded with product information and advertisements each day

Companies have the formidable task of breaking through the clutter to attract consumers’ attention


Grabbing Consumers’ AttentionConnect with consumers’ needs

People are attentive to stimuli perceived as relevant to their needs

Gaining consumers’ attention might require reminding them of their needs


Grabbing Consumers’ Attention

Use permission marketing: asking consumers for their permission to send them product-related materials

Connect with consumers’ needs

People are attentive to stimuli perceived as relevant to their needs

Gaining consumers’ attention might require reminding them of their needs


Gaining Consumers’ Permission


Grabbing Consumers’ AttentionPay consumers to pay attention



Getting attention with motion

Stimuli in motion are more likely to attract consumers than stationary ones

POP displays may use moving parts and ads may use simulated motion

Pay consumers to pay attention



Use isolationPlace only a few stimuli in an otherwise barren perceptual field

Getting attention with motion

Stimuli in motion are more likely to attract consumers than stationary ones

POP displays may use moving parts and ads may use simulated motion

Pay consumers to pay attention



Larger ads and larger pictures within those ads tend to grab more attention than smaller ones

Products have a greater chance of being noticed as the size or amount of shelf space allotted to them increases

Make it bigger



Larger ads and larger pictures within those ads tend to grab more attention than smaller ones

Products have a greater chance of being noticed as the size or amount of shelf space allotted to them increases

Make it bigger

Colors are niceThe attention-getting and holding power of an ad may be increased sharply with use of color


Grabbing Consumers’ AttentionMake it more intense

Loud sounds and bright colors are more likely to attract attention



Location affects attentionProducts may gain more attention depending on where in the store they are located (end-of-aisle or eye-level)

More attention is given to ads appearing in the front of magazines

Upper-left corner gets most attention

Make it more intenseLoud sounds and bright colors are more likely to attract attention


Grabbing Consumers’ AttentionThe surprise factor

Stimuli congruent with our expectations may receive less attention than those which deviate from what is expected

Ads and packaging may feature unusual elements to gain attention


Using Unexpected Stimuli

to Grab Attention



Distinctiveness

Products, ads, and packaging may be altered to stand-out from others using color and other elements of design

The surprise factorStimuli congruent with our expectations may receive less attention than those which deviate from what is expected

Ads and packaging may feature unusual elements to gain attention


Grabbing Consumers’ AttentionThe human attraction

Celebrities can attract attention in ads and on packaging

Attractive people, often scantly dressed, attract attention for a variety of products and brands


Using Celebrities to Grab Attention


Using Attractive People to Grab Attention



The entertainment factor

Stimuli that entertain and amuse us draw our attention, even if they happen to come in the form of an ad

The human attractionCelebrities can attract attention in ads and on packaging

Attractive people, often scantly dressed, attract attention for a variety of products and brands


Grabbing Consumers’ AttentionLearned attention-inducing stimuli

Some stimuli attract attention because we have learned to react to them

We react to sounds, such as doorbells, and words, such as free and sale



Find a less-cluttered environment

This includes less-cluttered advertising mediums and consumer environments

Learned attention-inducing stimuliSome stimuli attract attention because we have learned to react to them

We react to sounds, such as doorbells, and words, such as free and sale


Attracting Consumers’ AttentionThe use of attention-getting stimuli carries some risks:


Attracting Consumers’ AttentionThe use of attention-getting stimuli carries some risks:

A stimulus might gain so much attention that the rest of the message is ignored

A stimulus may interfere with information processing if it requires too many cognitive resources

If consumers perceive the stimulus as manipulative, it can reduce advertising effectiveness


Attracting Consumers’ AttentionCan consumers be influenced if they don’t pay attention?


Attracting Consumers’ AttentionCan consumers be influenced if they don’t pay attention?

Subliminal persuasion: notion that people are influenced by stimuli below our conscious level of awareness

The use of subliminal messages is prevalent today

The ability of subliminal stimuli to affect consumer behavior is highly questionable

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COPYRIGHT © 2012 Cengage Learning Asia Making Contact CHAPTER 11