Attention and Comprehension

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    Attention and Comprehension

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    What is perception?

    It is the process where an individualreceives stimuli through the various

    senses and interprets them

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    Getting Attention

    The first step in getting your ad noticed by

    the target segment

    Advertising clutter

    Noise clutter

    Memory is less when viewed/heard with

    competitive brand advertising.

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    How to minimise Zipping and

    Zapping?

    Zipping

    To get the commercial at the beginning ofthe pod

    Visual elements that would be visible inthe main body of the program or evenwhen doing FF.

    Zapping Improving likability of the ad

    Making it interesting and involving

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    Primacy and Recency effects

    Primacy

    Being the first ad, it registers in the mind.

    Recency The last one is fresh in memory

    Therefore such ad positions are priced ata premium.

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    What ads attracts attention?

    Product information that would help

    purchase decision

    Those that expose themselves to

    information that support these opinions

    and avoid discrepant information

    Those that desire to get exposed to

    information that stimulates

    Stimuli which is interesting

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    Information of Practical value

    The behavioural tendency to process

    information depends on

    Need for information

    Expectancy (Probability) that processing a

    particular ad will lead to relevant

    information exposure

    Measure of the value of that particular as a

    source of relevant information

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    Long copy Vs short copy

    Readership drops sharply after 50 words but

    between 50 and 500 words there is hardly any

    difference.

    The more you tell the more you sell If you dont have anything to say, then sing it.

    Depends on whether it is under active search or

    for future reference Infomercials

    Advertorials

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    Information that supports

    Dissonance theoryCognitive dissonance isdiscomforting and people will try to reduce it.One mechanism is through selective exposure

    People tend to have a psychological preference

    for supportive information and avoid discrepantinformation. This is called selective exposure

    Ad awareness seems to be higher for those whoalready have higher brand attitudesRajeev Batraand Wilried Vanhonacker

    Involuntary exposure to non-supportiveinformation shall increase selective exposure toinformation that supports

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    Information that interests

    People tend to notice information that is

    interesting to themRussel Haley

    This where customer self-selection works

    when such ads are put in mass media.

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    Information that stimulates

    Variety theory by Salvadore Maddi. Thisstates that novelty, unexpectedness,change and complexity are pursued

    because they are inherently satisfying. Adaptation level theory by H. Helson.

    People learn to associate stimuli with areference point or adaptation level.Marked deviation from it shall attractattention.

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    Webers Law

    The degree to which a stimulus would be regarded

    as different will depend not on the absolute stimulus

    change but on the% change from some point of reference.

    I

    IK

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    Attention vs Recall

    Recall of an ad is a necessary but not

    sufficient condition for persuasion.

    Ad repetition, higher frequency and higher

    SOV

    Using distinctive creative material in the ad

    Merchandising using clues to recall ad atthe store

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    Attention vs Comprehension

    While getting attention is important it should not

    detract the viewer from the message

    The execution, models, props, etc. must not take

    precedence over the brand. Persuasion takes place when good

    comprehension takes place. Processing would

    take central or peripheral routes of processing

    depending on the comprehension.

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    Interpretation vs Comprehension

    Objective comprehension

    What is the take-out of the brand?copy testscales

    Subjective comprehension

    Explicitthe ad story

    Implicitusing the ad information along withknowledge and experience already stored inmemory

    The deeper the level of subjectivecomprehension, the more effective the ad will becredibility, likeability, persuasive and recallDavid Mick

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    Perceptual organization

    People tend to see objects as a whole

    than see individually its parts.S. E. Asch

    First impressions are important.

    Closure

    AssimilationContrast

    Miscomprehension

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    Brand Attitudes

    Cognitive (awareness, comprehension,knowledge)

    Affective (evaluation, liking, preference)

    Conative (purchase, trial)

    Attitudes decay over time. Therefore +veattitudes need to be nurtured and sustained.

    Attitudes can be examined at three levels

    Physical

    Pseudo-physical

    Benefitsphysical and psychological

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    Attitude Segments

    %o

    ftotalm

    arket

    Attitude-ve +ve

    12

    3

    4

    5

    67

    Marketing efforts

    Competitive efforts

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    Ad attitudes

    Attitude towards an ad (liking) provided

    an impact on brand attitudes over and

    above the ability of the ad to communicate

    attribute informationAndrew Mitchell, Jerry Olsenand Terence Shrimp

    Ad disliking has a greater effect than ad

    liking. The effect of ad liking are moreimportant for mood ads than for hard-sell

    adsMcCollum and Spielman

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    What makes an ad more likeable?

    Credibility

    Positive, likeable feelings

    Uses humour

    Uses relevant executionaldevices

    Uses relevant, likeable

    celebrities

    Uses endorsers relevantto target market

    For a brand already liked

    Contains useful

    information

    Interesting andreasonably complex

    Contains information that

    is itself liked (SP)

    Placed in a mediaenvironment that is itself

    liked