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  • Perception: Application Through Advertisements

    Enviado por

    Srikant Rao
    15 visualizações37 páginas
    This document discusses various factors that influence perception of advertisements, including exposure, attention, size, format, position, individual factors, and situational factors. Some key aspects that can impact interpretation are stimulus characteristics like size, color, organization, changes and incongruity. Interpretation is also influenced by individual traits and situational context cues.

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    Perception 2015

    Título original

    Perception 2015

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    © © All Rights Reserved

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    This document discusses various factors that influence perception of advertisements, including exposure, attention, size, format, position, individual factors, and situational factors. Some key aspects that can impact interpretation are stimulus characteristics like size, color, organization, changes and incongruity. Interpretation is also influenced by individual traits and situational context cues.

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    © All Rights Reserved
    Baixe no formato PPTX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    15 visualizações37 páginas

    Perception: Application Through Advertisements

    Enviado por

    Srikant Rao
    This document discusses various factors that influence perception of advertisements, including exposure, attention, size, format, position, individual factors, and situational factors. Some key aspects that can impact interpretation are stimulus characteristics like size, color, organization, changes and incongruity. Interpretation is also influenced by individual traits and situational context cues.

    Direitos autorais:

    © All Rights Reserved
    Baixe no formato PPTX, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 37

    Perception

    Application through
    Advertisements

    The Nature of Perception

    Exposure
    Selective Remote & Mouse
    Commercials , FM Radio
    Product Placement
    Voluntary - Website

    Attention
    Stimulus
    Individual
    Situational

    Size

    Full Page
    Half Page
    Size of BillBoards
    Internet Banner Ads

    Attractive Visuals

    Intensity
    Loudness
    Brightness
    Length
    Repetition
    Attention Reallocation

    Colour / Movements
    http://www.sail.co.
    in/

    http://www.hul.co.i
    n/
    http://www.godrej
    .com

    Position

    Space and Time


    Vertical Banners
    Top Position
    Shelf Space Retail Stores
    Location Hoardings

    Isolation

    Format
    Horlicks
    http://www.youtube.com/watch?v=x
    UTX-ZE8lKU
    Complanhttp://www.youtube.com/watch?v=9P
    JbzWEF8d8&feature=player_detailpa
    ge#t=30s

    Contrast / Expectation

    http://www.youtub
    e.com/watch?v=wGs
    OgjAQuY8&feature=
    player_detailpage
    #t=61s

    Interestingness

    http://www.youtube.com/watch?list
    =PL27C72FCA3F5B9B4D&feature=playe
    r_detailpage&v=osuAI4Kj3lo#t=5s

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

    Information Quantity

    http://www.youtub
    e.com/watch?featu
    re=player_detailp
    age&v=tHvlNLGYwW8
    #t=4s

    Individual Factors
    Attention
    Motivation
    Interests and Needs
    Product Involvement
    Ability
    Education
    Brand Familiarity

    Situational Factors
    Attention
    Clutter
    Point of Purchase
    Density of Ads Newspaper Classifieds
    Program Involvement
    Medium TV Channel
    Editorial Content
    Quality of Ad- Content and Appealing
    http://www.youtube.com/watch?featur
    e=player_detailpage&v=JfB2mo5juOk#t

    Rational

    Visual Image

    Non Focussed Attention


    Hemispheric Lateralization
    Subliminal Stimuli
    https://www.youtube.com/watch?v=VH3qCWTzRQA

    Subliminal Messages

    dove ad india 2014 (Video Only)


    http://www.youtube.com/watch?v=n
    gP74l_W2d8

    Interpretation
    Cognitive
    Affective

    Curry !

    Interpretation
    Individual Characteristics
    Traits Physiological and
    Psychological
    Learning and Knowledge
    Relationship Stronger Reputation
    can have higher prices
    Expectations- Well Known brands
    Quality
    Dark Colour Choclate or Red Curry

    Interpretation
    Situational Characteristics
    Contextual Cues
    Background Colour
    Nature of other Programmes (TV)
    News Channel- who advertises

    Webers Law
    Just Noticeable Difference

    Brightness: 1/60
    Lifted Weights: 1/50
    Loudness: 1/10
    Pressure on skin: 1/7
    Taste: 1/5

    Webers Law

    Sense

    Delta

    Brightness:

    60

    0.016667

    Lifted Weights:

    50

    0.02

    Loudness:
    Pressure on skin:

    10

    0.1

    0.142857

    0.2

    Taste:

    Interpretation
    Stimulus Characteristics
    Traits Size shape - colour unexpected
    (Incongruity)
    Organisation
    Proximity Pepsi Ad 1996
    http://www.youtube.com/watch?v=S3dGUi3y2M
    o&feature=player_detailpage#t=6s
    Closure
    Figure Ground
    Changes Sensory Discrimination (Just
    Noticeable Difference) j.n.d
    Reference Price

    Closure

    Figure Ground

    Interpretation
    Stimulus Characteristics
    (Incongruity)- Solving a Puzzle

    Consumer Inferences
    Quality Signals
    Price perceived
    Advertisement Intensity
    Warranties
    Interpreting Images
    Images and Words
    Missing Information
    Attributes

    Marketing Strategy
    Retail Strategy
    Shelf Space, Ambience
    Brand Name & Logo
    Linguistics -Semantic Meaning
    Branding Strategy
    Logo Design & Typography
    Media Strategy
    Package Design & Labeling

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