Ch8 CB.ppt Ambush Marketing

download Ch8 CB.ppt Ambush Marketing

of 24

  • date post

    06-Apr-2018
  • Category

    Documents

  • view

    221
  • download

    0

Embed Size (px)

Transcript of Ch8 CB.ppt Ambush Marketing

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    1/24

    CHAPTER EIGHT

    Perception

    McGraw-Hill/Irwin Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    2/24

    2

    CHAPTER 8

    Learning Objectives

    1. Understand the nature of perception, its role in

    information processing and the activities involved.2. Understand the nature of exposure and how

    marketers can use this knowledge to developmarketing strategies.

    3. Understand the nature of attention and howmarketers can use this knowledge to developmarketing strategies.

    4. Understand the nature of interpretation and howmarketers can use this knowledge to developmarketing strategies.

    5. Understand the critical importance of perception inthe development of retail strategy, brand names andlogos, media strategy, advertising and packagedesign, and advertising evaluation.

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    3/24

    3

    CHAPTER 8

    Involvement

    Symbolic Meanings Regarding the Self(e.g., clothes)

    Social Visibility (e.g., iPod)

    Time Commitment to the Purchase (e.g.,hot water heater)

    Price (e.g., cars)

    Potential Harm to Self or Others (e.g.,mountain climbing equipment)

    Potential for Poor Performance (e.g.,aerobic shoes)

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    4/24

    4

    CHAPTER 8

    Information Processing is Selective

    Stimuli

    Exposure

    Attention

    Interpretation

    Memory

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    5/24

    5

    CHAPTER 8

    Information Processing forConsumer Decision Making

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    6/24

    6

    CHAPTER

    8

    The Nature of Perception

    Exposure: when a stimulus comes withinrange of our sensory receptor nerves Random vs. Deliberate

    Attention: when the stimulus activates one ormore sensory receptor nerves and the resultingsensations go to the brain for processing

    Low vs. High Involvement

    Interpretation: the assignment of meaning tosensations

    Low vs. High Involvement

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    7/24

    7

    CHAPTER 8

    Consumer Insight 8-1

    What ethical questions, if any, do you see in

    using product placement as a marketing tool?Are your feelings the same across all productcategories?

    Are there unique issues and perhaps rules that

    should govern product placements in moviestargeting children?

    How could a marketer determine how much topay for a brand placement in a particular

    movie or television program episode?

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    8/24

    8

    CHAPTER 8

    Stimulus Factors

    Size and Intensity influence theprobability of paying attention

    Color and Movement serve to attractattention

    Position placement of the object in apersons visual field

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    9/24

    9

    CHAPTER 8

    The Impact of Sizeon Advertising Readership

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    10/24

    10

    CHAPTER 8

    Color and Size Impact on Attention

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    11/24

    11

    CHAPTER 8

    Stimulus Factors

    Isolation the separation of a stimulus objectfrom other objects

    Format manner in which the message is

    presented

    Contrast the tendency to attend moreclosely to stimuli that contrast with their

    background

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    12/24

    12

    CHAPTER 8

    Use of Isolation and Contrast

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    13/24

    13

    CHAPTER 8

    Individual Factors

    Interest a reflection of overall lifestyleand the ability to attend to information

    Need reflection of long-term goals andplans and their short-term needs

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    14/24

    14

    CHAPTER 8

    Situational Factors

    Program Involvement:

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    15/24

    15

    CHAPTER 8

    Involvement with a Magazine andAdvertising Effectiveness

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    16/24

    16

    CHAPTER 8

    Nonfocused Attention

    Hemispheric Lateralization activity that

    takes place on each side of the brain Left Side primarily responsible forrationalthought

    including verbal information, symbolicrepresentation, sequential analysis, consciousthought.

    Right side deals with pictorial, geometric, timelessand nonverbal information without the individualbeing able to verbally report it. Works withimpressions and images.

    Subliminal Stimuli a message that ispresented so fast that one is not aware ofseeing or hearing it Do not appear to affect standard measures of

    advertising effectiveness or influence consumption

    behavior.

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    17/24

    17

    CHAPTER 8

    Determinants of Interpretation

    Individual

    characteristics

    Gestalt Interpretation:CognitiveAffective

    Stimuluscharacteristics

    Situationalcharacteristics

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    18/24

    18

    CHAPTER 8

    Interpretation

    The assignmentofmeaningtosensations

    Cognitive interpretation processwhereby stimuli are placed into existing

    categories of meaning

    Affective interpretation theemotional or feeling response triggeredby a stimulus such as an ad

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    19/24

    19

    CHAPTER 8

    Interpretation Characteristics

    Individual: Learning accumulation of life experiences

    Expectations

    Situational:

    Contextual Priming

    impact that the content of the materialsurrounding an ad will have on the interpretation of the ad.(e.g., Coke and the news)

    Stimulus: Sensory Discrimination ability to distinguish between

    similar stimuli.

    Just-Noticable-Difference (ie., jnd) the minimal amount thatone stimuli can differ from another with the difference stillbeing noticed.

    Individuals typically do not notice relatively small differencesbetween brands or changes in brand attributes (e.g., candybars).

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    20/24

    20

    CHAPTER 8

    Interpretation Extended

    Interpreting Images What does this mean?

    Proximity Principle refers to the tendency toperceive objects or events that are close to one

    another as being related or as sharing attributes.

    Consumer Inferences the process by whichconsumers assign a value to an attribute or

    item not contained in an ad on the basis ofother data in the ad

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    21/24

    21

    CHAPTER 8

    Impact on Marketing Strategy

    Impact on Retailers Store interiors; shelf position; POP displays; reference prices

    Brand Name and Logo Development Linguists and computers often used to develop Co-branding giving two brand names to a single product

    Effective Media Strategy Selective Exposure

    Advertisement and Package Design Capture attention and convey meaning Strategies: Utilize stimulus characteristics; tie message to a topic the target audience is

    interested in.

    Warning labels and Disclaimers Evaluating Advertising effectiveness

    Exposure must physically reach the consumer; measures: people meters, diaries,clickthrough

    Attention consumer must attend to message; measures: Day-after recall; recognitiontests; Starch scores Interpretation Must be properly interpreted; measures: focus groups, survey research Memory must be stored in memory in a manner that will allow retrieval under the

    proper circumstances

    Ethical Concerns Presenting a brand in a favorable light or completely accurately. Ambush marketing involves any communication or activity that implies, or from which

    one could reasonably infer, that an organization is associated with an event, when in factit is not.

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    22/24

    22

    CHAPTER 8

    Logos Influence on Image

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    23/24

    23

    CHAPTER 8

    Exposure to Magazines

  • 8/3/2019 Ch8 CB.ppt Ambush Marketing

    24/24

    24

    CHAPTER 8

    Consumer Insight 8-2

    How does ambush marketing work?

    Ambush marketing does what harm, ifany?

    What ethical issues, if any, arise inambush marketing?