Chapter 4 EXPOSURE, ATTENTION, AND PERCEPTION (EAP) 1 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) 2 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?? 3 How Can We Increase Consumers Exposure?
Roadblocking Repetition Wide presence 4 Characteristics of Attention
S Can be divided L 5
Definition Preattentive processing: information that we process without being aware of processing it 6 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) 7 How to Capture Attention
Make the stimuli personally relevant pleasant surprising easy to process 8 Definition Perception: The registration of stimuli by one of the five senses:
vision, hearing, taste, smell, and touch 9 Subliminal Perception: A Diabolical Marketing Tool? Subliminal messages in ads
are illegal in U.S. Generally only weak support found in research 10 Chapter 4 Review Exposure Defined How to Increase Exposure
Attention Defined How to capture attention Perception All five senses 11
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