PERCEPTION

December 2003

four major US networks air an average of 52 minutes of promotional clutter between 8 & 11 pm (130 commercials)

up 8% from 2000 and up 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 just five years ago.

Superchannel has 6 minutes of ads (every 15-20 minutes)

How many pages of the 750 are devoted to Editorial?

A:Less than 100

What’s the problem then for the advertiser?

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

An Overview of the Perceptual Process

Perceptual Process:• Exposure (Can I see it?)• Attention (Am I looking at it?)• Interpretation (What do I see?)

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

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?

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?

Marketers are always looking for new places to expose people to ads

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

What will make us pay attention?

In what Areas of Marketing will Vision be Important?

Gestalt

Closure Principle

Figure-Ground Principle

Principle of Similarity

Stimulus Organization

ClosureIs it satisfying to “close” the image?

Figure Ground

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

the larger circles appear to belong together because of the similarity in size

We group objects that are similar

Things which are closer together will be seen as belonging together or related.

SMELL

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

What Scents would be appropriate?

Which scents go with which

product?

sensory evaluation of products

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

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)

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.

Touch

This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki

This Caress Ad Uses Tactile Stimulation as a Selling Point

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.

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.

What qualities do we associate with each of these fabrics?

TASTE

This Ad Uses Taste to Motivate People to Buy Their Product

                              

Do they taste the same?

SOUND

brand awareness

attracting attention

implicitly or explicitly carrying the message,

creating emotional states

acting as a mnemonic cue

Role of Music in Marketing

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.

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

For Scents:• Lavender = low arousal scent• Grapefruit = high arousal scent

For Music:• Slow tempo classical = low arousal music • Fast tempo classical = high arousal music

                               

Sensory Thresholds

•Absolute Threshold

Subliminal Advertising does not work

If you can sense it, it is above the threshold and therefore not subliminal

Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo?

Differential Threshold

Stimulus Generalization

Applications of Stimulus Generalization Look-Alike Packaging Family Branding

Product Line Extension Licensing

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)

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

Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles

This Ad Relies on Color Contrast to Get Noticed

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

Colour and Demographic Variables

Age

Gender

Culture

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

Personal Selection Factors

Experience

Environment

Culture

Which belong together?

The green things and the blue things

Or the circles and the bars ?

Interpretation

The meanings that people assign to sensory stimuli

What things might influence Interpretation?

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

This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture

KAZON

KAZON

KAZON

KAZON

Semiotics: study of how meaning is created How do consumers interpret the meanings of

symbols? What do they mean to people?ObjectSignInterpretant

Product Positioning

How are these products positioned?

How are these companies positioned

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

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