Professional Documents
Culture Documents
Perception: Application Through Advertisements
Perception: Application Through Advertisements
Application through
Advertisements
Exposure
Selective Remote & Mouse
Commercials , FM Radio
Product Placement
Voluntary - Website
Attention
Stimulus
Individual
Situational
Size
Full Page
Half Page
Size of BillBoards
Internet Banner Ads
Attractive Visuals
Intensity
Loudness
Brightness
Length
Repetition
Attention Reallocation
Colour / Movements
http://www.sail.co.
in/
http://www.hul.co.i
n/
http://www.godrej
.com
Position
Isolation
Format
Horlicks
http://www.youtube.com/watch?v=x
UTX-ZE8lKU
Complanhttp://www.youtube.com/watch?v=9P
JbzWEF8d8&feature=player_detailpa
ge#t=30s
Contrast / Expectation
http://www.youtub
e.com/watch?v=wGs
OgjAQuY8&feature=
player_detailpage
#t=61s
Interestingness
http://www.youtube.com/watch?list
=PL27C72FCA3F5B9B4D&feature=playe
r_detailpage&v=osuAI4Kj3lo#t=5s
https://www.youtube.com/watch?v=
hvNlCW3Y0pY
Information Quantity
http://www.youtub
e.com/watch?featu
re=player_detailp
age&v=tHvlNLGYwW8
#t=4s
Individual Factors
Attention
Motivation
Interests and Needs
Product Involvement
Ability
Education
Brand Familiarity
Situational Factors
Attention
Clutter
Point of Purchase
Density of Ads Newspaper Classifieds
Program Involvement
Medium TV Channel
Editorial Content
Quality of Ad- Content and Appealing
http://www.youtube.com/watch?featur
e=player_detailpage&v=JfB2mo5juOk#t
Rational
Visual Image
Subliminal Messages
Interpretation
Cognitive
Affective
Curry !
Interpretation
Individual Characteristics
Traits Physiological and
Psychological
Learning and Knowledge
Relationship Stronger Reputation
can have higher prices
Expectations- Well Known brands
Quality
Dark Colour Choclate or Red Curry
Interpretation
Situational Characteristics
Contextual Cues
Background Colour
Nature of other Programmes (TV)
News Channel- who advertises
Webers Law
Just Noticeable Difference
Brightness: 1/60
Lifted Weights: 1/50
Loudness: 1/10
Pressure on skin: 1/7
Taste: 1/5
Webers Law
Sense
Delta
Brightness:
60
0.016667
Lifted Weights:
50
0.02
Loudness:
Pressure on skin:
10
0.1
0.142857
0.2
Taste:
Interpretation
Stimulus Characteristics
Traits Size shape - colour unexpected
(Incongruity)
Organisation
Proximity Pepsi Ad 1996
http://www.youtube.com/watch?v=S3dGUi3y2M
o&feature=player_detailpage#t=6s
Closure
Figure Ground
Changes Sensory Discrimination (Just
Noticeable Difference) j.n.d
Reference Price
Closure
Figure Ground
Interpretation
Stimulus Characteristics
(Incongruity)- Solving a Puzzle
Consumer Inferences
Quality Signals
Price perceived
Advertisement Intensity
Warranties
Interpreting Images
Images and Words
Missing Information
Attributes
Marketing Strategy
Retail Strategy
Shelf Space, Ambience
Brand Name & Logo
Linguistics -Semantic Meaning
Branding Strategy
Logo Design & Typography
Media Strategy
Package Design & Labeling