Exposure , Attention,Perception

Exposure, Attention, and Perception

Chapter Four

Copyright © Houghton Mifflin Company. All rights reserved. 4 | 2

Key Concepts

• Consumers’ exposure to marketing stimuli

• Characteristics of attention and sustaining

consumers’ attention in products and marketing

messages

• The major senses of perception and how consumers’ sensory perception is affected


Chapter Overview: Exposure, Attention, and Perception (Exhibit 4.2)


Exposure

“…reflects the process by which the consumer comes into contact with a stimulus.”


Exposure• Marketing stimuli(different types of ads)• Factors influencing exposure

– Position of an ad– Product distribution– Shelf placement

• Selective exposure• E.g During Cricket match

– Zipping– Zapping

• Measuring exposure(reach, frequency and impact

Exposure= reach

*frequency


Shelf Placement and Manufacturers

“Manufacturers should be ready to meet the store's criteria for placement (marketing campaign, slotting fees), have adequate

personnel to cover sales and demos at each store, and be prepared to give an informed,

effective presentation as to how their product will increase product category sales.”

E.g – POPChildren products kept on the lower shelf

Source: State of Colorado Department of Agriculture, ,http://www.ag.state.co.us/mkt/fgtp/chapter3.html


Why POP???• To encourage

impulse buying 66% of all purchase

decisions are made at the store (floor ads in Garuda mall)

• Increasing Ad avoidance

• Reach the target audience


Why advertisers recommend POP?

• Triggers recall

• Introduce new product

• Promote sale items

• Provide more information

• Stimulates all five senses


Benefits to the Brand

• Brand visibility in multi-brand stores

• Encourages spot purchase

• Gives competitive advantage

• Provides brand recall


Benefits to the Retailer

• Easy source of additional revenue

• Shows variety of brands offered

• Makes store look attractive


Benefits to the customer

• Gives knowledge of options

• Provides information

• Makes shopping interesting


How does it work?

• Manufacturers design and fit advertisements to retailer’s showroom space.

• Either pays fee or gives discount• For a fixed time period


Shopping cart


Window Display


Headers/Danglers


Pillars


Roll up banners


Floor Graphics


Announcements



Digital signage


Attention

“…the process by which we devote mental activity to a stimulus…necessary for

information to be processed…activate our senses.”


Characteristics of Attention

• Selective

• Capable of being divided

• Limited


Focal and Nonfocal Attention

• Preattentive processing

• Hemispheric lateralization

• Preattentive processing, brand name liking, and choice


Hemispheric Lateralization

• Right hemisphere- Processing music- Grasping visual/spatial

information- Forming inferences- Drawing conclusions

• Left hemisphere- Processing units that can be combined: e.g.,- Counting- Processing unfamiliar words- Forming sentences


Hemispheric Lateralization


Attention

• Defines customer segments

• Habituation


Perception

“…occurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell,

and touch.


Perceiving Through Vision

• Size and shape(vodafone ads in Bus stops)

• Color

• Color dimensions

• Color and physiological

responses/moods

• Color and liking


Perceiving Through Hearing

• Sonic identity

• Sound symbolism


Titan Mozart

titan.370790FF9BE531FFF60390CAFB9ABC6C03239719&sver=2&expire=1233311383&key=yt1&ipbits=0


Hutch Jingle

hutch.6429F955886402228053424797E3B76BCB494BFD&sver=2&expire=1233311755&key=yt1&ipbits=0


Cadbury

cadbury.5559E8D63A337EA2D45CF93F85AF64307DE3DD6D&sver=2&expire=1233312104&key=yt1&ipbits=0


Perceiving Through Taste

• Varying perceptions of what “tastes good”

• Culture backgrounds

• In-store marketing


Perceiving Through Smell

• Smell and physiological response/moods

• Perfume, maggi noodles, washing powders

• Product trial(cookies in garuda mall)

• Liking

• Buying


Perceiving Through Touch

• Touch and physiological

responses/moods

• Liking

Documents

Exposure , Attention,Perception