ch8 cb.ppt ambush marketing
TRANSCRIPT
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CHAPTER EIGHT
Perception
McGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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CHAPTER 8
Learning Objectives
1. Understand the nature of perception, its role in
information processing and the activities involved.2. Understand the nature of exposure and how
marketers can use this knowledge to developmarketing strategies.
3. Understand the nature of attention and howmarketers can use this knowledge to developmarketing strategies.
4. Understand the nature of interpretation and howmarketers can use this knowledge to developmarketing strategies.
5. Understand the critical importance of perception inthe development of retail strategy, brand names andlogos, media strategy, advertising and packagedesign, and advertising evaluation.
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Involvement
Symbolic Meanings Regarding the Self(e.g., clothes)
Social Visibility (e.g., iPod)
Time Commitment to the Purchase (e.g.,hot water heater)
Price (e.g., cars)
Potential Harm to Self or Others (e.g.,mountain climbing equipment)
Potential for Poor Performance (e.g.,aerobic shoes)
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Information Processing is Selective
Stimuli
Exposure
Attention
Interpretation
Memory
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Information Processing forConsumer Decision Making
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8
The Nature of Perception
Exposure: when a stimulus comes withinrange of our sensory receptor nerves Random vs. Deliberate
Attention: when the stimulus activates one ormore sensory receptor nerves and the resultingsensations go to the brain for processing
Low vs. High Involvement
Interpretation: the assignment of meaning tosensations
Low vs. High Involvement
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Consumer Insight 8-1
What ethical questions, if any, do you see in
using product placement as a marketing tool?Are your feelings the same across all productcategories?
Are there unique issues and perhaps rules that
should govern product placements in moviestargeting children?
How could a marketer determine how much topay for a brand placement in a particular
movie or television program episode?
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Stimulus Factors
Size and Intensity influence theprobability of paying attention
Color and Movement serve to attractattention
Position placement of the object in apersons visual field
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The Impact of Sizeon Advertising Readership
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Color and Size Impact on Attention
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Stimulus Factors
Isolation the separation of a stimulus objectfrom other objects
Format manner in which the message is
presented
Contrast the tendency to attend moreclosely to stimuli that contrast with their
background
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Use of Isolation and Contrast
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Individual Factors
Interest a reflection of overall lifestyleand the ability to attend to information
Need reflection of long-term goals andplans and their short-term needs
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Situational Factors
Program Involvement:
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Involvement with a Magazine andAdvertising Effectiveness
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Nonfocused Attention
Hemispheric Lateralization activity that
takes place on each side of the brain Left Side primarily responsible forrationalthought
including verbal information, symbolicrepresentation, sequential analysis, consciousthought.
Right side deals with pictorial, geometric, timelessand nonverbal information without the individualbeing able to verbally report it. Works withimpressions and images.
Subliminal Stimuli a message that ispresented so fast that one is not aware ofseeing or hearing it Do not appear to affect standard measures of
advertising effectiveness or influence consumption
behavior.
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CHAPTER 8
Determinants of Interpretation
Individual
characteristics
Gestalt Interpretation:CognitiveAffective
Stimuluscharacteristics
Situationalcharacteristics
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Interpretation
The assignmentofmeaningtosensations
Cognitive interpretation processwhereby stimuli are placed into existing
categories of meaning
Affective interpretation theemotional or feeling response triggeredby a stimulus such as an ad
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Interpretation Characteristics
Individual: Learning accumulation of life experiences
Expectations
Situational:
Contextual Priming
impact that the content of the materialsurrounding an ad will have on the interpretation of the ad.(e.g., Coke and the news)
Stimulus: Sensory Discrimination ability to distinguish between
similar stimuli.
Just-Noticable-Difference (ie., jnd) the minimal amount thatone stimuli can differ from another with the difference stillbeing noticed.
Individuals typically do not notice relatively small differencesbetween brands or changes in brand attributes (e.g., candybars).
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Interpretation Extended
Interpreting Images What does this mean?
Proximity Principle refers to the tendency toperceive objects or events that are close to one
another as being related or as sharing attributes.
Consumer Inferences the process by whichconsumers assign a value to an attribute or
item not contained in an ad on the basis ofother data in the ad
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Impact on Marketing Strategy
Impact on Retailers Store interiors; shelf position; POP displays; reference prices
Brand Name and Logo Development Linguists and computers often used to develop Co-branding giving two brand names to a single product
Effective Media Strategy Selective Exposure
Advertisement and Package Design Capture attention and convey meaning Strategies: Utilize stimulus characteristics; tie message to a topic the target audience is
interested in.
Warning labels and Disclaimers Evaluating Advertising effectiveness
Exposure must physically reach the consumer; measures: people meters, diaries,clickthrough
Attention consumer must attend to message; measures: Day-after recall; recognitiontests; Starch scores Interpretation Must be properly interpreted; measures: focus groups, survey research Memory must be stored in memory in a manner that will allow retrieval under the
proper circumstances
Ethical Concerns Presenting a brand in a favorable light or completely accurately. Ambush marketing involves any communication or activity that implies, or from which
one could reasonably infer, that an organization is associated with an event, when in factit is not.
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Logos Influence on Image
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Exposure to Magazines
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Consumer Insight 8-2
How does ambush marketing work?
Ambush marketing does what harm, ifany?
What ethical issues, if any, arise inambush marketing?