Chapter 4 EXPOSURE, ATTENTION, AND PERCEPTION EAP

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Chapter 4EXPOSURE, ATTENTION, AND
PERCEPTION(EAP)
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Chapter Overview

• What is necessary to reach a consumer with a
  message?
  
• Exposure (e.g., see a billboard)
• Attention (e.g., look at ad message)
• Perception (e.g., take in the message)

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How Do You Gain Exposure?

• Traditional approach
• Research target group habits buy appropriate
  media
  
• Extensive distribution
• Shelf placement
• Innovative techniques
• put it anywhere!
• no limit other than your imagination
• Examples??

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How Can We Increase Consumers Exposure?

• Roadblocking
• Repetition
• Wide presence

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Characteristics of Attention

• S
• Can be divided
• L

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Definition

• Preattentive processing information that we
  process without being aware of processing it
  

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Application Group Exercise How to Capture
Attention

• Get into groups of 3-4 people. You will be
  assigned ONE of the ways to capture attention.
  
• (1)Personally relevant, (2) Pleasant, (3)
  Surprising, or (4) Easy to process
  
• Be prepared to explain each approach to the class
  including examples to illustrate each approach.
  
• Refer to pgs. 86-91 for help (or raise your hand
  for my assistance)

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How to Capture Attention

• Make the stimuli
• personally relevant
• pleasant
• surprising
• easy to process

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Definition

• Perception The registration of stimuli by one
  of the five senses vision, hearing, taste,
  smell, and touch

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Subliminal Perception A Diabolical Marketing
Tool?

• Subliminal messages in ads are illegal in U.S.
• Generally only weak support found in research

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Chapter 4 Review

• Exposure
• Defined
• How to Increase Exposure
• Attention
• Defined
• How to capture attention
• Perception
• All five senses