Session 5: Exposure Attention Flashcards
What is necessary to reach consumers?
- Exposure is contact
- Attention is focus
- Perception is comprehension
The New York Time
Advertising Clutter
Elevator
Advertising Clutter
Why TV Advertising Means not the Age of the Smartphone
TV viewers’ mobile app usage peaks during breaks
Super Bowl 2017
- Skittles Romance
- Budweiser Born the Hard Way
- Audi Daughter
- Hyundia Better Superbowl
- Mr. Clean
Pepsi
Super Bowl 2017 - Brand Integration Half time show with Lady Gaga
Product placements for the travel and hospitality category
- Paris Las Vegas
- MGM Grand
- New York New York in TV shows and movies (e.g., Fox’s So You Think You Can Dance, CSI)
Marriott
Product Placement: Marriott Premiers its first film “two bellman”
Target
The effects of repeated exposure: Mere exposure effect
Energizer Bunny
Avoids boredom (negative habituation) b/c the bunny travels everywhere
Attention
Process by which an individual allocates part of his or her cognitive resources (mental activity) to a stimulus
Properties of Attention
- Limited: we can only do so much at once.
2. Selective: we decide what to focus on, not everything gets our attention.
Awareness
Were you able to spot the moonwalking bear?
Can we process any information from a roadside billboard in our peripheral vision if we are focused on the traffic on the road ahead of ?
Even though it is limited, consumers have some capacity to process information at a preattentive level.
How are stimulus processed in peripheral vision?
When a stimulus is in peripheral vision (i.e., it is not being focused on), it is processed by the opposite hemisphere
Information presented in the left visual field is therefore processed by the ____ hemisphere
Right
Information presented in the right visual field is therefore processed by the ____ hemisphere.
Left
People will mostly likely preattentively process stimuli such as brand names or ad claims if they are placed to the _______ of a magazine article.
Right
What are the two types of attention?
- Voluntary
2. Involuntary
Voluntary
- Paying attention to something selective
- More likely if consumer intends to purchase something
- High involvement
Involuntary
Something grabs our attention, departs from expectation, is novel
How to promote voluntary attention?
- Connect with consumers’ needs, values, emotions, or goals (increasing perceptual vigilance)
- Identify with characters and situation
- Rhetorical questions
Clorets
Voluntary attention –> Identify characters and situation
Obama and sleep
Personal relevance
Geico
Rhetorical Questions
Promote Involuntary Attention
- Make it move
- Make it change fast
- Make it bigger
- Make it more intense
- Surprise them
Absolut Attraction
Make it Move: Quasi-Motion
Hyundia & Dog with tongue wrapped around his head
Surprise them: Unexpected Images
Chupa Chups
Surprise them: Unexpected Images
Volkswagen Beetle
Surprise them: Unexpected Images
Involuntary w/ Gestalt Psychology
- Incomplete stimulus (the closure principle)
2. Figure-ground principle
Incomplete stimulus (the closure principle)
- Zeigarnik effect: a psychological tension is motivating until the intended task is fully executed.
- Need for closure: tend to fill in the blanks/ perceive an incomplete picture as complete
Geek Squad
Incomplete stimulus - Piece of shit
Figure-ground principle
Mac, Gnome, Norway
How to Grab Consumer’s Attention?
Promote Involuntary Attention Part 3
- Put in the right spot
- Create a less cluttered environment
- Use vivid imagery
- Use sex appeal
- Make it funny
BMW
Create a less cluttered environment: Isolation
Nivea
Use vivid imagery
Phillips Toothpaste
Use vivid imagery
Yellowtail
Concrete and Vivid Imagery
