Advertising & Audience Advertising & Audience PerceptionPerceptionSession # 8Session # 8

Faisal K. QureishiFaisal K. Qureishi

Perception . . .Perception . . .

. . . is the process through which individuals . . . is the process through which individuals are exposed to information, attend to are exposed to information, attend to information, and comprehend the information, and comprehend the information.information.

Perception

Exposure

Attention

Comprehension

Involvement

Memory

A MODEL OF AUDIENCE PERCEPTION

Three Stages of PerceptionThree Stages of Perception

Exposure stageExposure stage – audience receive – audience receive information through their senses.information through their senses.

Attention stageAttention stage – audience allocate – audience allocate processing capacity to a stimulus.processing capacity to a stimulus.

Comprehension stageComprehension stage – audience – audience organize and interpret the information to organize and interpret the information to obtain meaning from it.obtain meaning from it.

Audience Involvement . . .Audience Involvement . . .

. . . is the perceived personal importance . . . is the perceived personal importance and/or interest attached to the acquisition, and/or interest attached to the acquisition, consumption, and disposition of a good, consumption, and disposition of a good, service, or idea.service, or idea.

– As involvement increases, the audience have As involvement increases, the audience have greater motivation to comprehend information.greater motivation to comprehend information.

Two Main Types of Two Main Types of Consumer InvolvementConsumer Involvement

SituationalSituational - Occurs over a short time - Occurs over a short time period and is associated with a specific period and is associated with a specific situation, such as a need to replace a situation, such as a need to replace a product that has broken.product that has broken.EnduringEnduring - Occurs when consumers show - Occurs when consumers show a consistent high-level of interest in a a consistent high-level of interest in a product and frequently spend time thinking product and frequently spend time thinking about the product.about the product.

Several factors influence Several factors influence the level of the audience the level of the audience

involvement:involvement:Type of Product Type of Product Advertisement DesignAdvertisement DesignSituationSituationPersonal CharacteristicsPersonal Characteristics

Involvement

Personal Characteristics

Situation

AdvertisingProduct

Involvement has Multiple Involvement has Multiple Dimensions:Dimensions:

Hedonic ImportanceHedonic Importance

Self-expressive Self-expressive ImportanceImportance

Practical RelevancePractical Relevance

Perception of RiskPerception of Risk

Multiple Dimensions of InvolvementMultiple Dimensions of Involvement

Self expressive importanceSelf expressive importance: Products that : Products that help people express their self concepthelp people express their self concept

Hedonic importanceHedonic importance: Products that are : Products that are pleasurable, interesting, fun, fascinating, pleasurable, interesting, fun, fascinating, and excitingand exciting

Practical relevancePractical relevance: Essential or beneficial: Essential or beneficial

Perception of RiskPerception of Risk: Possibility of negative : Possibility of negative outcomesoutcomes

Types of RiskTypes of Risk

FunctionalFunctional

FinancialFinancial

PhysicalPhysical

PsychologicalPsychological

SocialSocial

Time/OpportunityTime/Opportunity

Determinants of RiskDeterminants of Risk

IntensityIntensity: The intensity/amount of loss that : The intensity/amount of loss that could happen if the risk materializescould happen if the risk materializes

ProbabilityProbability: The likelihood that a certain : The likelihood that a certain risk might actually materializerisk might actually materialize

Empirical SensationsEmpirical Sensations

Empirical sensationsEmpirical sensations: Vision, sound, taste, : Vision, sound, taste, touch and smell - are commonly used to touch and smell - are commonly used to enhance audience attention and enhance audience attention and involvementinvolvement

VisionVision

Use of colors to create appealUse of colors to create appeal

Trade dress and integrated marketing Trade dress and integrated marketing communicationcommunication

Bright colors are said to appeal to lower Bright colors are said to appeal to lower income, semi-educated audience income, semi-educated audience

Diluted colors are found to appeal to Diluted colors are found to appeal to higher income, well-educated audience higher income, well-educated audience with a sense of sophisticationwith a sense of sophistication

Rich Use of Color to Create AppealRich Use of Color to Create Appeal

Rich Use of Color to Create AppealRich Use of Color to Create Appeal

TouchTouch

The sense of touch is found to be The sense of touch is found to be imperative to consumer experienceimperative to consumer experience

Consumers most often judge quality of Consumers most often judge quality of fabric by its feelfabric by its feel

Cosmetics also create a selling point thru Cosmetics also create a selling point thru the sense of touchthe sense of touch

Generally, consumers like to touch any Generally, consumers like to touch any tangible object before purchasetangible object before purchase

This Caress Ad This Caress Ad Uses the Sensuous Uses the Sensuous Appeal of Touch as Appeal of Touch as a Selling Pointa Selling Point

This Softlan Ad stresses upon the This Softlan Ad stresses upon the lighter side of touchlighter side of touch

TasteTaste

Capturing Audience Attention Capturing Audience Attention

Use the “unexpected” to attract attentionUse the “unexpected” to attract attention

Use stimuli that surprise, threaten, annoy, or Use stimuli that surprise, threaten, annoy, or violate the expectations of consumersviolate the expectations of consumers

A well-known advertising tactic that is becoming A well-known advertising tactic that is becoming popular by the daypopular by the day

This is a print advertisement of Just Liquid hand wash, which says that if you aren't totally clean, you are filthy. This advertisement attracts the human eye with the unique message of transferring germs to the baby.

This ad is of an aerosol spray for bugs, which uses a car - a beetle, to show the power of the spray.

This advertisement aims at reducing the consumption of imported vegetables and fruits; this particular ad enforces this idea by showing the environmental hazards that are caused by importing fruits and vegetables.

The Comprehension Stage . . .The Comprehension Stage . . .

. . . is the process in which individuals . . . is the process in which individuals organize and interpret informationorganize and interpret information

Perceptual organizationPerceptual organization is the way people is the way people perceive the shapes, forms, figures, and lines in perceive the shapes, forms, figures, and lines in their visual world.their visual world.

Interpretation process is how people draw upon Interpretation process is how people draw upon their experience, memory, and expectations to their experience, memory, and expectations to attach meaning to a stimulus.attach meaning to a stimulus.

Figure-ground •We need to separate a dominant shape (a 'figure' with a definite contour) from the rest of the image, which is regarded as the back-ground

•Is the figure a white vase on a black background or silhouetted profiles on a white background?

•We tend to favor one interpretation over the other (though altering the amount of black or white which is visible can create a bias towards one or the other)

• When we have identified a figure, the contours seem to belong to it, and it appears to be in front of the ground.

Billboard for Wrangler Jeans Makes Creative Billboard for Wrangler Jeans Makes Creative Use of the Figure-Ground PrincipleUse of the Figure-Ground Principle

An Ad for Absolut Vodka using the figure-An Ad for Absolut Vodka using the figure-ground principleground principle

Figure Ground

figure-ground principle figure-ground principle

ProximityWhat you are likely to notice fairly quickly is that this is not just a square pattern ofdots but rather is a series of columns of dots. The principle of proximity states that features which are close together are associated.

            

          

                   

 Here are we likely to group the dots together in rows?

We are more likely to associate the lines which are close together than those which are further apart. In this example we tend to see three pairs of lines which are fairly close together (and a lonely line on the far right) rather than three pairs of lines which are further apart (and a lone line on the far left).

SimilarityHere the little circles and squares are evenly spaced both horizontally and vertically so proximity does not come into play. However, we do tend to see alternating columns of circles and squares. This is because of the principle of similarity - features which look similar are associated. Without the two different recurrent features we would see either rows or columns or both...

An ad featuring the An ad featuring the similarity/proximity principlessimilarity/proximity principles

SimilaritySimilarity

ProximityProximity

Continuity This principle states that contours based on smooth continuity are preferred to abrupt changes of direction. Here, for instance, we are more likely to identify lines a-b and c-d crossing than to identify a-d and c-b or a-c and d-b as lines.

               

AN AD USING THE CONTINUITY PRINICIPLE

Using the Continuity PrincipleUsing the Continuity Principle

Closure Interpretations, which suggests that 'closed' rather than 'open' figures are favored. Here we tend to see three broken rectangles (and a lonely shape on the far left) rather than three 'girder' profiles (and a lonely shape on the right). In this case the principle of closure cuts across the principle of proximity, since if the girder shapes are actually closer than broken rectangles.

This Ad Demonstrates the Use of Closure: Audience This Ad Demonstrates the Use of Closure: Audience have to Mentally Fill in the Gaps in the Sentencehave to Mentally Fill in the Gaps in the Sentence

Scotch-Brite.Scotch-Brite.Cleans really cleanCleans really clean..

An ad using the An ad using the closure principleclosure principle

Closure PrincipleClosure Principle

ClosureClosure

Closure Principle Closure Principle