1. PERCEPTION

2. How many pages of the 750 are devoted to Editorial?
A:Less than 100
What’s the problem then for the advertiser?

3. What is Sensation? What is Perception?
The immediate response to sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light colour and sound. The process of receiving, translating, and transmitting messages from the outside world to the brain
What is Perception?
The process by which we select, organize, interpret and give meaning to sensations.

4. An Overview of the Perceptual Process
Exposure (Can I see it?)
Attention (Am I looking at it?)
Interpretation (What do I see?)

5. Exposure
February 2003 Cunning Stunts Communications announce the launch of foreheADS™ - the medium that alleviates student debt while bringing a brand's message to the fore.
Cunning Stunts have a network of students to display brand logos on their foreheads. Ads are placed using a temporary transfer.
Students must display the ads for a minimum of 3 hours a day in highly visible locations such as the student bar, local pubs and shopping areas. They receive £90.00 for a week's work.
Capitalism gone too far?

6. Will “advertising on heads” catch on in Canada?
Do brands risk being tarnished by being promoted this way?
Are there certain types of products better suited for this type of promotion?

7. Marketers are always looking for new places to expose people to ads

8. ATTENTION What will make us pay attention?
Procter & Gamble Inc. has hired actors to pose as shoppers at Wal-Mart, Loblaws and other stores. On cue, they ditch their carts and launch into a "performance ad" for Liquid Cheer laundry detergent
What will make us pay attention?

9. In what Areas of Marketing will Vision be Important?

10. Stimulus Organization
Gestalt
Closure Principle
Figure-Ground Principle
Principle of Similarity

11. Closure
Is it satisfying to “close” the image?

14. Figure Ground

16. Principle of Similarity
the two filled lines gives our eyes the impression of two horizontal lines, even though all the circles are equidistant from each other

17. We group objects that are similar
the larger circles appear to belong together because of the similarity in size

18. Things which are closer together will be seen as belonging together or related.

21. SMELL

22. Aroma Marketing
The Ecomist Aroma Marketing system employs the latest dispensing technology and a selection of over 50 fragrances to put the appropriate aroma in your service or retail environment
"Freshly-brewed coffee" “Frangipani mist" "Baby Talc Mist " "cut grass" "new leather" male and female colognes and perfumes

23. What Scents would be appropriate?

24. Which scents go with which product?
sensory evaluation of products
Which scents go with which product?

25. Touch

26. This Caress Ad Uses Tactile Stimulation as a Selling Point
This Finnish Ad Emphasizes Sensual Reasons to Visit Helsinki

27. Fruit of the Loom ad inserts containing an actual pair of 3-inch men's briefs in the Sept and Oct 1997 issues of Rolling Stone (1.2 mil)
"The mini-briefs, made from the same fabric of the full-size version, caught the attention of consumers in a big way.

28. What qualities do we associate with each of these fabrics?

29. TASTE

30. This Ad Uses Taste to Motivate People to Buy Their Product

31.                               
Do they taste the same?

32. SOUND
brand awareness

33. Role of Music in Marketing
attracting attention
implicitly or explicitly carrying the message,
creating emotional states
acting as a mnemonic cue

34. Impact of Background Music
Variables Slow Music Fast Music

35. Sensory Thresholds Absolute Threshold
Subliminal Advertising does not work
If you can sense it, it is above the threshold and therefore not subliminal

36. Many ads use hidden messages, most of them harmless
Many ads use hidden messages, most of them harmless. Can you find the hidden message in this company logo?

37. Differential Threshold

38. Stimulus Generalization
Applications of Stimulus Generalization
Look-Alike Packaging Family Branding
Product Line Extension Licensing

39. Stimulus Discrimination The Choice Of A New Generation (1984)
If all brands are perceived to be alike, why should consumers buy your brand?
The Choice Of A New Generation (1984)
The real thing (1970)

40. Novelty How do Consumers Choose What to Pay Attention To?
Stimulus Selection Factors
Size
Colour
Position
Novelty
Create Contrast so That Stimuli is More Likely to Be Noticed.

41. Lexus Conveys the Sensation of Speed in a Novel Way to Position Its Vehicles

43. This Ad Relies on Color Contrast to Get Noticed

44. research indicates colour selection alone may impact sales by a margin of 5 to 40 percent
What colours compel customers to spend more?
What colours make people come into a business?
What are the best colours to use on a web site?
What are the best colours to use in print advertising?
What are the best colours to use for stationery; packaging, products, uniforms

45. Colour and Demographic Variables
Age
Gender
Culture

46. RED
Impulse
Desire
Passion
Urge to succeed
Increases blood pressure
GRAY
Neutrality
Un-committed and un-involved
Escape from anxiety
BLUE
traditional
complete calm
reduces blood pressure
GREEN
Stimulus for interaction
Analytical
Precise
Accurate
Resistance to change
VIOLET
Magical
Enchanting
Unimportant
Unrealistic
Irresponsible
Immature
YELLOW
Bright
Cheerful
Restless
Seeking change
Creates anxiety
BROWN
Reduced sense of vitality
Passive
Solid roots
BLACK
Negation of emotion
Powerful
Strong
Uncontrollable
Extinction
Nothingness

47. Personal Selection Factors
Experience
Environment
Culture

48. Which belong together?
The green things and the blue things
Or the circles and the bars ?

49. Interpretation The meanings that people assign to sensory stimuli
What things might influence Interpretation?

50. Interpretation
Consumers assign meaning to stimuli based on Schema, or set of beliefs, to which the stimuli is assigned.
The schema will determine what criteria will be used to evaluate the
product
package
message

51. This Singaporean Ad for Toyota Evokes a Car Schema Even Though Using Household Furniture

52. KAZON
KAZON
KAZON
KAZON
KAZON
KAZON
KAZON
KAZON

53. Semiotics: study of how meaning is created
How do consumers interpret the meanings of symbols? What do they mean to people?
Object
Sign
Interpretant

54. Product Positioning

55. How are these products positioned?

56. How are these companies positioned

57. In 1998 Pepsi changed the color of its cans from red and white (Coke’s colors) to blue and white to help differentiate it from Coca Cola

59. Perceptual Map of Brand Images
Classy distinctive proud
Cadillac
Lincoln
Porsche
BMW
Lexus
Chrysler
Mercedes
Pontiac
Spirited performance young people fun sporty
Oldsmobile
Buick
Conservative older people
Honda
Ford
Chevrolet
Nissan
Dodge
Toyota
Hyundai VW
Practical fuel efficient affordable