Attention and Comprehension
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Transcript of 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