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EXPOSURE, ATTENTION,AND PERCEPTION
CHAPTER 4
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Chapter Overview
What is necessary to reach
consumers?
Exposure (e.g., consumer must come incontact with your ad message)
Attention (e.g., consumer must look at
ad message)
Perception (e.g., consumer must take
in message)
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GOAL
Exposure
Attention
Perception
Desired
Outcome
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Increase Use of Covert Tactics toAchieve Goals
P & Gs Tremor panel- 250,000 13-19 year olds
Paying people toendorse products
in chat rooms and
message boards
Girls intelligenceAgency
http://www.girlsintelligenceagency.com/press.html#
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Definition
Exposure: Theprocess by which
the consumercomes in physical
contact with a
stimulus.
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How Can We IncreaseConsumers Exposure?
Roadblocking--
you can run, but
you cant hide!
Repetition
Research targetgroup habits
Wide presence tv, radio, publications
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Definition
Attention: The processby which an individual
allocates part of his orher cognitive resources
(mental activity) to a
stimulus.
Conscious Awareness
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Attentional Capacity
Location Amount
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Attention is Selective andResources are Limited
How much attention are
you likely to give to the
following advertisingencounters?
radio ad while driving
ad in newspaper or magazine
freeway billboard
direct mail appeal
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Self-Relevance
Needs, values, and goals
Similarity of source
Rhetorical questions
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Pleasantness ofStimuli
Music
Attractive
visuals
Humor
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Ease of Processing
Prominence
Contrast
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Surprisingness of Stimuli
Novelty
Unexpectedness
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Definition
Perception: Theregistration of
stimuli by one ofthe five senses:
vision, hearing,
taste, smell, and
touch
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Conscious vs. UnconsciousPerception
Exposure
Conscious
Perception
Attentional
ResourcesOutcome
Unconscious
PerceptionOutcome
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Definition
Preattentive processing:
Information outside ourfocus of attention that is
processed without our
awareness
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Preattentive Mechanism
Bla,
Bla,
Bla
Bla,
Bla,
BlaBla,
Bla,
Bla
Bla,
Bla,
Bla
Bob
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BlaUnattended
background
noise gets
filtered for
meaning
BOB
Flitered
output that
receives
attention
Filtered
output
that does
Notreceive
attention
ConsciousUnconscious
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BOB
DeerPark
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Information Outside of FocalAttention
Exposure
Unconscious
Perception
Attentional
Resources
Outcome
Preattentive
Processing
Outcome
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UGLY
NICE
Preattentive Processing:
Automatic shifts in attention
Stroop Task
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Preattentive Processings Affect
on Attention to Advertising
NICE
WE BUY UGLY
HOUSES.COM
WE BUY NICE
HOUSES.COM
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Perception Grab Bag
Perceptual Thresholds
GoalsAssortment
Meaning
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Subliminal Perception: ADiabolical Marketing Tool?
Subliminal
messages in ads
are illegal in U.S. Some research
support for modest
effects
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Perceptual ThresholdsPerceiving Change: JND
Downsizing of
products BelowJND
Improvement in
products AboveJND
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Poor vs. Rich
Goals
High Need
To Smoke
Low Need
To Smoke
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Assortment
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Perceiving Meaning
$30 watch
$800 watch
Rolex Cell Phone
McDonalds Cell Phone