perception broadcast and cable networks run an average 15 minutes of nonprogram time per hour in...
TRANSCRIPT
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PERCEPTION
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broadcast and cable networks run an average 15 minutes of nonprogram time per hour in prime time, according to the annual Clutter Watch study issued by media agency MindShare.
MTV had the most noncommercial minutes with 16:09.
a 2006 report from TNS Media Intelligence reveals that 35%, or 21 minutes, of every prime-time hour includes some kind of branded message.
up 8% from 2000 and 36% from 1991
Networks use fewer commercial breaks during primetime than in previous years, but the average length of each break continues to rise, to an all-time high of 3.05 minutes, up 41% from 5 years ago.
April 2007
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How many pages of the 750 are devoted to Editorial?
A:Less than 100
What’s the problem then for the advertiser?
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What is Perception? The process by which we select, organize, interpret and give meaning to sensations.
What is Sensation? The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound. The process of receiving, translating, and transmitting messages from the outside world to the brain
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An Overview of the Perceptual Process
Perceptual Process:• Exposure (Can I see it?)• Attention (Am I looking at it?)• Interpretation (What do I see?)
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ExposureConsumers are exposed to information in the environment including marketing strategies, primarily through their own behaviours
Accidental
What you want is ad exposure to the right people
Will influence where you place your ad
Intentional
Two Types
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February 2003 Cunning Stunts Communications announce the launch of foreheADS™ - the medium that alleviates student debt while bringing a brand's message to the fore.
Cunning Stunts have a network of students to display brand logos on their foreheads. Ads are placed using a temporary transfer.
Students must display the ads for a minimum of 3 hours a day in highly visible locations such as the student bar, local pubs and shopping areas. They receive £90.00 for a week's work.
Exposure
Capitalism gone too far?
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1. Will “advertising on heads” catch on in Canada?
2. Do brands risk being tarnished by being promoted this way?
3. Are there certain types of products better suited for this type of promotion?
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Marketers are always looking for new places to expose people to ads
Wherever eyes go
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“Wizmark can talk, sing, or flash a string of lights around a promotional message when greeting a "visitor".
The large anti-glare, water-proof viewing screen is strategically located just above the drain to ensure guaranteed viewing without interruptions.
Using the elements of surprise and humor in a truly unique location will allow Wizmark, in combination with your ad, to make a lasting impression on every male that sees it.
Wizmark is the perfect attention-grabbing medium for advertising any male oriented product or service.”
Wizmark’s interactive urinal communicator
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In Game Advertising
New Media offer new places to advertise
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ATTENTION
Procter & Gamble Inc. has hired actors to pose as shoppers at Wal-Mart, Loblaws and other stores. On cue, they ditch their carts and launch into a "performance ad" for Liquid Cheer laundry detergent
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In 'low-interest' categories, one of the greatest challenges is to create drama and excitement and awareness around the brand. He ate the whole billboard! With nothing to help him except Heinz! It got people’s attention, dramatized the message, and created word-of-mouth publicity for the brand.
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What will make us pay attention?
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In what Areas of Marketing will Vision be Important?
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In 80% of cases the decision to buy this or that product is made by a client at the point of sale (POS) and only 20% of cases are influenced by advertising in mass media.
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Gestalt
Closure Principle
Figure-Ground Principle
Principle of Similarity
Stimulus Organization
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ClosureIs it satisfying to “close” the image?
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Figure Ground
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the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other
Principle of Similarity
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the larger circles appear to belong together because of the similarity in size
We group objects that are similar
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Things which are closer together will be seen as belonging together or related.
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SMELL
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Aroma Marketing
The system employs the latest dispensing technology and a selection of over 50 fragrances to put the appropriate aroma in your service or retail environment
•Freshly-brewed coffee•Frangipani mist•Baby Talc Mist•cut grass•new leather•male and female colognes and perfumes
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What Scents would be appropriate?
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Which scents go with which
product?
sensory evaluation of products
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Two pairs of the same Nike running shoe were placed in separate, but identical rooms.One room was infused with a mixed floral scent. The other wasn’t.Test subjects inspected the shoes in each room, and then answered a questionnaire. 84 percent preferred the shoes displayed in the fragrant room. The consumers estimated the value of the “scented” shoes to be, on average, $10.33 higher than the pair in the unscented room.none of the respondents was aware of the smell in the room.
sensory branding
Martin Lindstrom: Brand Sense: Build Powerful Brands through Touch, Taste, Smell, etc
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Improve the perception of customers as to the evaluation of the store
Improve the perception of customers as to the stores environment
Improve the perception of customers as to the merchandise
Improve the perception of customers as to specific products
Improve the intentions of customers to visit the store
Improve purchase intentions for specific products
What is the value of using pleasant scents in a retail environment?
Spangenberg et al 1996 (J of Marketing)
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Touch
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This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki
This Caress Ad Uses Tactile Stimulation as a Selling Point
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The original contour of the "Mae West" bottle was designed in 1915
to be identified by touch even in the dark.
The Coke bottle was not encumbered with a lot of text, and the color scheme was universal.
The tactile encounter with the bottle conveyed a sense of pleasure across multiple cultures
Modern perfume bottles come in all shapes and sizes but most are made of glass.
Handling an elegant sculpted glass container provides the consumer with a sense of luxury that does not come across in the same way with more modern materials,
although the latter can actually assume more shapes and textures.
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Fruit of the Loom ad inserts containing an actual pair of 3-inch men's briefs in the Sept and Oct 1997 issues of Rolling Stone (1.2 mil)
"The mini-briefs, made from the same fabric of the full-size version, caught the attention of consumers in a big way.
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What qualities do we associate with each of these fabrics?
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TASTE
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This Ad Uses Taste to Motivate People to Buy Their Product
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Do they taste the same?
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SOUND
brand awareness
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attracting attention
implicitly or explicitly carrying the message,
creating emotional states
acting as a mnemonic cue
Role of Music in Marketing
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Variables Slow Music Fast Music
Impact of Background Music
As an environment becomes more pleasurable so people are likely to demonstrate 'approach behaviors' towards it, such as a greater willingness to return.
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Hypothesis
Matching high arousal scent and high arousal music conditions will lead to enhanced
(a) pleasure,(b) store environment, (c)impulse buying and (d) satisfaction, compared to mismatched conditions (ie high/low or low/high).
Congruency of scent and music as a driver of in-store
behavior
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For Scents:• Lavender = low arousal scent• Grapefruit = high arousal scent
For Music:• Slow tempo classical = low arousal music • Fast tempo classical = high arousal music
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Sensory Thresholds
•Absolute Threshold
Subliminal Advertising does not work
If you can sense it, it is above the threshold and therefore not subliminal
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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.
McDonalds Subliminal
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Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo? If you can see it, it is not subliminal
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Differential Threshold
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Stimulus Generalization
Applications of Stimulus Generalization Look-Alike Packaging Family Branding
Product Line Extension Licensing
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Stimulus Discrimination
If all brands are perceived to be alike, why should consumers buy your brand?
The real thing (1970)
The Choice Of A New Generation (1984)
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How do Consumers Choose What to Pay
Attention To?
Stimulus Selection Factors
Create Contrast Contrast so That Stimuli is More Likely to Be Noticed.
Size Colour
Position
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Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles
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This Ad Relies on Color Contrast to Get Noticed
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What colours compel customers to spend more?
What colours make people come into a business?
What are the best colours to use on a web site?
What are the best colours to use in print advertising?
What are the best colours to use for stationery; packaging, products, uniforms
research indicates colour selection alone may impact sales by a margin of 5 to 40 percent
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Colour and Demographic Variables
Age
Gender
Culture
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REDImpulse Desire Passion Urge to succeed Increases blood pressure
GRAYNeutrality Un-committed and un-involved Escape from anxiety
BLUEtraditional complete calm reduces blood pressure
GREENStimulus for interaction Analytical Precise Accurate Resistance to change
VIOLETMagical Enchanting Unimportant Unrealistic Irresponsible Immature
YELLOWBright Cheerful Restless Seeking change Creates anxiety
BROWNReduced sense of vitality Passive Solid roots
BLACKNegation of emotion Powerful Strong Uncontrollable Extinction Nothingness
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Personal Selection Factors
Experience
Environment
Culture
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Which belong together?
The green things and the blue things
Or the circles and the bars ?
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Interpretation
The meanings that people assign to sensory stimuli
What things might influence Interpretation?
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Consumers assign meaning to stimuli based on Schema, Schema, or set of beliefs, to which the stimuli is assigned.
The schema will determine what criteria will be used to evaluate the
product
package
message
Interpretation
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This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture
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KAZON
KAZON
KAZON
KAZON
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Semiotics: study of how meaning is created How do consumers interpret the meanings of
symbols? What do they mean to people?ObjectSignInterpretant
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Product Positioning
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How are these products positioned?
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How are these companies positioned
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In 1998 Pepsi changed the color of its cans from red and white (Coke’s colors) to blue and white to help differentiate it from Coca Cola
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Perceptual Map of Brand Images
Classy distinctive proud
Conservative older people
Spirited performance young people fun sporty
Practical fuel efficient affordable
LincolnCadillac
MercedesOldsmobile
Chrysler
Buick
BMW
Pontiac
LexusPorsche
Honda
Chevrolet Nissan
ToyotaHyundaiVW
Ford
Dodge