Transcript Ch11
CHAPTER 11 Making Contact COPYRIGHT © 2012 Cengage Learning Asia Exposure COPYRIGHT © 2012 Cengage Learning Asia Exposure Exposure: occurs when there is physical proximity to a stimulus that allows one or more of our five senses the opportunity to be activated Activation happens when a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur COPYRIGHT © 2012 Cengage Learning Asia Exposure Firms must bring their messages and products into sufficient physical proximity for consumers to have the opportunity to notice them Companies must identify those advertising mediums, promotional programs, and distribution channels that provide access to their target market COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Traditional media and distribution channels COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Traditional media and distribution channels Media giants have made changes to satisfy their clients’ need for flexibility to deliver different messages to different sections of the country Other tactics include product placement and advertiser sponsoring COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer The Internet COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Business website Search Blogs engines Internet Instant Online messaging advertising E-mail COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Business Websites: the company’s online presence should facilitate its bricks-and-mortar operations to attract new customers and satisfy its existing customer base COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Business Websites: the company’s online presence should facilitate its bricks-and-mortar operations to attract new customers and satisfy its existing customer base Search Engine Marketing: search engines lead consumers to company websites and provide a way to reach new customers COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Online Advertising: advertising content delivered in different forms such as static, pop-up, or floaters COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Online Advertising: advertising content delivered in different forms such as static, pop-up, or floaters E-mail Marketing: although a relatively inexpensive way to deliver content, problems include “bounce back” and getting the recipient to open the e-mail Permission-based e-mails are more likely to be successful than spam COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Instant Messaging: very popular among different consumer segments due to the interactive nature or messages COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Instant Messaging: very popular among different consumer segments due to the interactive nature or messages Blogs: the online journal community, traditionally free from corporate influence, is being infiltrated by companies COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Additional modes of contact Viral Marketing Mobile Marketing Advergaming (遊戲式廣告) COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Viral marketing: a company creates something that is so compelling that consumer spontaneously pass it along to others they know COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Viral marketing: a company creates something that is so compelling that consumer spontaneously pass it along to others they know Mobile marketing: transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity COPYRIGHT © 2012 Cengage Learning Asia Reaching the Consumer Viral marketing: a company creates something that is so compelling that consumer spontaneously pass it along to others they know Mobile marketing: transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity Advergaming: games contain product associations COPYRIGHT © 2012 Cengage Learning Asia Selective Exposure Even though advertisers may get their message out, exposure may still not occur because consumers sometimes avoid exposure Occurs when people do something other than watch television during commercial breaks or fail to click onto banner ads on the Internet Selective exposure reduces the size of audience being reached COPYRIGHT © 2012 Cengage Learning Asia Overexposure Habituation: when a stimulus becomes so familiar/ordinary that it loses its attention-getting ability Advertising wearout: describes ads that lose their effectiveness because of overexposure One solution to wearout involves varying advertisement execution Overexposure extends beyond advertising to the product COPYRIGHT © 2012 Cengage Learning Asia Attention Attention: the amount of thinking focused in a particular direction COPYRIGHT © 2012 Cengage Learning Asia Attention Attention: the amount of thinking focused in a particular direction Focus (direction of attention) and intensity (degree of attention) are key to understanding attention Before companies can expect to get consumers’ money, they must get their attention With attention, products get into consumers’ consideration sets COPYRIGHT © 2012 Cengage Learning Asia Attention Mental capacity is the cognitive resource for attention Cognitive psychology focuses on understanding humans’ mental capacity COPYRIGHT © 2012 Cengage Learning Asia Attention Mental capacity is the cognitive resource for attention Cognitive psychology focuses on understanding humans’ mental capacity Mental capacity: Sensory memory Short-term memory Long-term memory COPYRIGHT © 2012 Cengage Learning Asia Attention Sensory memory: part of capacity used when initially analyzing a stimulus detected by one of our five senses COPYRIGHT © 2012 Cengage Learning Asia Attention Sensory memory: part of capacity used when initially analyzing a stimulus detected by one of our five senses Short-term memory: the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs) COPYRIGHT © 2012 Cengage Learning Asia Attention Sensory memory: part of capacity used when initially analyzing a stimulus detected by one of our five senses Short-term memory: the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs) Long-term memory: mental warehouse where knowledge is stored COPYRIGHT © 2012 Cengage Learning Asia Attention Short-term memory is a limited mental resource Span of attention measures how long short-term memory can be focused on a single stimulus Short commercials overcome consumers’ limited attention spans Information must be activated to remain in short-term memory COPYRIGHT © 2012 Cengage Learning Asia Attention The size or capacity of short-term memory is also limited Size of short-term memory is measured in informational chunks, a grouping of information that can be processed as a whole unit Capacity varies from 4 to 7 chunks Disclosing more product information may actually confuse consumers rather than help them COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Consumers are bombarded with product information and advertisements each day Companies have the formidable task of breaking through the clutter to attract consumers’ attention COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Connect with consumers’ needs People are attentive to stimuli perceived as relevant to their needs Gaining consumers’ attention might require reminding them of their needs COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Connect with consumers’ needs People are attentive to stimuli perceived as relevant to their needs Gaining consumers’ attention might require reminding them of their needs Use permission marketing: asking consumers for their permission to send them product-related materials COPYRIGHT © 2012 Cengage Learning Asia Gaining Consumers’ Permission COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Pay consumers to pay attention COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Pay consumers to pay attention Getting attention with motion Stimuli in motion are more likely to attract consumers than stationary ones POP displays may use moving parts and ads may use simulated motion COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Pay consumers to pay attention Getting attention with motion Stimuli in motion are more likely to attract consumers than stationary ones POP displays may use moving parts and ads may use simulated motion Use isolation Place only a few stimuli in an otherwise barren perceptual field COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Make it bigger Larger ads and larger pictures within those ads tend to grab more attention than smaller ones Products have a greater chance of being noticed as the size or amount of shelf space allotted to them increases COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Make it bigger Larger ads and larger pictures within those ads tend to grab more attention than smaller ones Products have a greater chance of being noticed as the size or amount of shelf space allotted to them increases Colors are nice The attention-getting and holding power of an ad may be increased sharply with use of color COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Make it more intense Loud sounds and bright colors are more likely to attract attention COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Make it more intense Loud sounds and bright colors are more likely to attract attention Location affects attention Products may gain more attention depending on where in the store they are located (end-of-aisle or eye-level) More attention is given to ads appearing in the front of magazines Upper-left corner gets most attention COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention The surprise factor Stimuli congruent with our expectations may receive less attention than those which deviate from what is expected Ads and packaging may feature unusual elements to gain attention COPYRIGHT © 2012 Cengage Learning Asia Using Unexpected Stimuli to Grab Attention COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention The surprise factor Stimuli congruent with our expectations may receive less attention than those which deviate from what is expected Ads and packaging may feature unusual elements to gain attention Distinctiveness Products, ads, and packaging may be altered to stand-out from others using color and other elements of design COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention The human attraction Celebrities can attract attention in ads and on packaging Attractive people, often scantly dressed, attract attention for a variety of products and brands COPYRIGHT © 2012 Cengage Learning Asia Using Celebrities to Grab Attention COPYRIGHT © 2012 Cengage Learning Asia Using Attractive People to Grab Attention COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention The human attraction Celebrities can attract attention in ads and on packaging Attractive people, often scantly dressed, attract attention for a variety of products and brands The entertainment factor Stimuli that entertain and amuse us draw our attention, even if they happen to come in the form of an ad COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Learned attention-inducing stimuli Some stimuli attract attention because we have learned to react to them We react to sounds, such as doorbells, and words, such as free and sale COPYRIGHT © 2012 Cengage Learning Asia Grabbing Consumers’ Attention Learned attention-inducing stimuli Some stimuli attract attention because we have learned to react to them We react to sounds, such as doorbells, and words, such as free and sale Find a less-cluttered environment This includes less-cluttered advertising mediums and consumer environments COPYRIGHT © 2012 Cengage Learning Asia Attracting Consumers’ Attention The use of attention-getting stimuli carries some risks: COPYRIGHT © 2012 Cengage Learning Asia Attracting Consumers’ Attention The use of attention-getting stimuli carries some risks: A stimulus might gain so much attention that the rest of the message is ignored A stimulus may interfere with information processing if it requires too many cognitive resources If consumers perceive the stimulus as manipulative, it can reduce advertising effectiveness COPYRIGHT © 2012 Cengage Learning Asia Attracting Consumers’ Attention Can consumers be influenced if they don’t pay attention? COPYRIGHT © 2012 Cengage Learning Asia Attracting Consumers’ Attention Can consumers be influenced if they don’t pay attention? Subliminal persuasion: notion that people are influenced by stimuli below our conscious level of awareness The use of subliminal messages is prevalent today The ability of subliminal stimuli to affect consumer behavior is highly questionable COPYRIGHT © 2012 Cengage Learning Asia