Ch8 CB.ppt Ambush Marketing

8/3/2019 Ch8 CB.ppt Ambush Marketing

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CHAPTER EIGHT

Perception

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


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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.


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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)


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Information Processing is Selective

Stimuli

Exposure

Attention

Interpretation

Memory


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Information Processing forConsumer Decision Making


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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


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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?


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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


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The Impact of Sizeon Advertising Readership


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Color and Size Impact on Attention


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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


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Use of Isolation and Contrast


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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


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Situational Factors

Program Involvement:


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Involvement with a Magazine andAdvertising Effectiveness


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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.


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Determinants of Interpretation

Individual

characteristics

Gestalt Interpretation:CognitiveAffective

Stimuluscharacteristics

Situationalcharacteristics


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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


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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).


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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


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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.


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Logos Influence on Image


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Exposure to Magazines


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Consumer Insight 8-2

How does ambush marketing work?

Ambush marketing does what harm, ifany?

What ethical issues, if any, arise inambush marketing?

Ch8 CB.ppt Ambush Marketing

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