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The document discusses key concepts around consumer exposure, attention, and perception. It explains that exposure means consumers see an ad, attention means they look at the message, and perception means they understand it. Attention is selective, divisible, and limited. Perception occurs through the senses as stimuli are registered. The document also differentiates between high and low involvement products based on risk to consumers, noting high involvement for major purchases like homes and low involvement for small items like soap. Finally, it provides examples of encouraging attention for ads, appealing to values for high involvement homes and using attractive models and music for low involvement soap.
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Sorav
- 1. Exposure, Attention, and PerceptionWhat is necessary to reach consumers?Exposure (e.g., consumer must see your billboard)Attention (e.g., consumer must look at ad message)Perception (e.g., consumer must take in message)
- 2. AttentionAttention is the process by which we devote mental activity to a stimulus. A certain amount of attention is necessary for information to be perceived.Attention has three key characteristicsAttention is selectiveAttention is capable of being dividedAttention is limited
- 3. PerceptionPerceptionoccurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell and touch.What arouses visual perception?SizeColorColor dimensionsEffects of color on physiological responses and moodsColor and liking
- 4. Risk and InvolvementResearchers classify high vs. low involvement products by the amount of risk to consumers.Consumers are likely to be more involved in purchasing products such as homes, cars and computers than a picture frame or coffee because the former generate higher levels of performance, financial, safety, social, psychological, or time risk and have more extreme personal consequences.Consumers reduce risk by research, reading news articles, comparative shopping, taking to friends or sales reps or being brand loyal.
- 5. High Involvement: HomeLow Involvement : Soap
- 6. High involvement: homeExposure through: Electronic mediaEncourage consumer attention towards home ad:Appealing to your needs, values and goalsShowing sources similar to target audienceUsing music
- 7. Low Involvement: SoapExposure through: Electronic mediaEncourage consumer attention towards Soap ad:Using attractive models Using music Using DramasUsing humour
- 8. Different SituationsHigh involvementHigh RiskExpensiveHigh Customer involvement Low involvementlow Risk CheaperLow customer Involvement