Perception

PerceptionApplication through AdvertisementsThe Nature of Perception

2

ExposureSelective Remote & MouseCommercials , FM RadioProduct PlacementVoluntary - Website

AttentionStimulusIndividualSituationalSizeFull Page Half PageSize of BillBoardsInternet Banner Ads

Attractive Visuals

IntensityLoudnessBrightnessLength

RepetitionAttention ReallocationColour / Movementshttp://www.hul.co.in/http://www.godrej.com

http://www.sail.co.in/PositionSpace and TimeVertical BannersTop PositionShelf Space Retail StoresLocation Hoardings

Isolation

FormatHorlickshttp://www.youtube.com/watch?v=xUTX-ZE8lKUComplan-http://www.youtube.com/watch?v=9PJbzWEF8d8&feature=player_detailpage#t=30s

Contrast / Expectation

http://www.youtube.com/watch?v=wGsOgjAQuY8&feature=player_detailpage#t=61s

Interestingnesshttp://www.youtube.com/watch?list=PL27C72FCA3F5B9B4D&feature=player_detailpage&v=osuAI4Kj3lo#t=5s

https://www.youtube.com/watch?v=hvNlCW3Y0pY

Information Quantityhttp://www.youtube.com/watch?feature=player_detailpage&v=tHvlNLGYwW8#t=4s

Individual FactorsAttentionMotivationInterests and NeedsProduct InvolvementAbilityEducationBrand Familiarity

Situational FactorsAttentionClutterPoint of PurchaseDensity of Ads Newspaper ClassifiedsProgram InvolvementMedium TV ChannelEditorial Content Quality of Ad- Content and Appealinghttp://www.youtube.com/watch?feature=player_detailpage&v=JfB2mo5juOk#t=0s

Non Focussed AttentionHemispheric LateralizationSubliminal Stimuli

RationalVisual Imagehttps://www.youtube.com/watch?v=VH3qCWTzRQA

Subliminal Messages

dove ad india 2014 (Video Only)http://www.youtube.com/watch?v=ngP74l_W2d8

InterpretationCognitiveAffective

Curry !

InterpretationIndividual CharacteristicsTraits Physiological and PsychologicalLearning and Knowledge Relationship Stronger Reputation can have higher pricesExpectations- Well Known brands QualityDark Colour Choclate or Red Curry

InterpretationSituational CharacteristicsContextual CuesBackground ColourNature of other Programmes (TV)News Channel- who advertisesWebers LawJust Noticeable DifferenceBrightness: 1/60 Lifted Weights: 1/50Loudness: 1/10 Pressure on skin: 1/7 Taste: 1/5Webers LawSenseDeltaBrightness: 1600.016667Lifted Weights: 1500.02Loudness: 1100.1Pressure on skin: 170.142857Taste: 150.2InterpretationStimulus CharacteristicsTraits Size shape - colour unexpected (Incongruity)OrganisationProximity Pepsi Ad 1996http://www.youtube.com/watch?v=S3dGUi3y2Mo&feature=player_detailpage#t=6sClosureFigure GroundChanges Sensory Discrimination (Just Noticeable Difference) j.n.dReference Price

Closure

Figure Ground

InterpretationStimulus Characteristics (Incongruity)- Solving a Puzzle

Consumer InferencesQuality SignalsPrice perceivedAdvertisement IntensityWarrantiesInterpreting ImagesImages and WordsMissing InformationAttributes

Marketing StrategyRetail StrategyShelf Space, AmbienceBrand Name & LogoLinguistics -Semantic MeaningBranding StrategyLogo Design & TypographyMedia StrategyPackage Design & Labeling