1 chapter 4 exposure, attention, and perception (eap)
TRANSCRIPT
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Chapter 4
EXPOSURE, ATTENTION, AND PERCEPTION
(EAP)
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Chapter Overview
What is necessary to reach a consumer with a message?» Exposure (e.g., see a billboard)» Attention (e.g., look at ad message)» Perception (e.g., “take in” the
message)
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How Do You Gain Exposure?
Traditional approach» Research target group habits
& buy appropriate media» Extensive distribution» Shelf placement
Innovative techniques» put it anywhere!» no limit other than your
imagination» Examples??
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How Can We Increase Consumers’ Exposure?
Roadblocking
Repetition
Wide presence
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Characteristics of Attention
S
Can be divided
L
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Definition
Preattentive processing: information that we process without being aware of processing it
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Application Group Exercise: How to Capture
Attention
Get into groups of 3-4 people. You will be assigned ONE of the ways to capture attention.» (1)Personally relevant, (2) Pleasant, (3) Surprising,
or (4) Easy to process Be prepared to explain each approach to the
class including examples to illustrate each approach.
Refer to pgs. 86-91 for help (or raise your hand for my assistance)
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How to Capture Attention
Make the stimuli» personally relevant» pleasant» surprising» easy to process
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Definition
Perception: The registration of stimuli by one of the five senses: vision, hearing, taste, smell, and touch
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Subliminal Perception: A Diabolical Marketing Tool?
Subliminal messages in ads are illegal in U.S.
Generally only weak support found in research
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Chapter 4 Review
Exposure» Defined» How to Increase Exposure
Attention» Defined» How to capture attention
Perception» All five senses