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Chapter 4

EXPOSURE, ATTENTION, AND PERCEPTION

(EAP)

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Chapter Overview

What is necessary to reach a consumer with a message?» Exposure (e.g., see a billboard)» Attention (e.g., look at ad message)» Perception (e.g., “take in” the

message)

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How Do You Gain Exposure?

Traditional approach» Research target group habits

& buy appropriate media» Extensive distribution» Shelf placement

Innovative techniques» put it anywhere!» no limit other than your

imagination» Examples??

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How Can We Increase Consumers’ Exposure?

Roadblocking

Repetition

Wide presence

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Characteristics of Attention

S

Can be divided

L

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Definition

Preattentive processing: information that we process without being aware of processing it

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Application Group Exercise: How to Capture

Attention

Get into groups of 3-4 people. You will be assigned ONE of the ways to capture attention.» (1)Personally relevant, (2) Pleasant, (3) Surprising,

or (4) Easy to process Be prepared to explain each approach to the

class including examples to illustrate each approach.

Refer to pgs. 86-91 for help (or raise your hand for my assistance)

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How to Capture Attention

Make the stimuli» personally relevant» pleasant» surprising» easy to process

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Definition

Perception: The registration of stimuli by one of the five senses: vision, hearing, taste, smell, and touch

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Subliminal Perception: A Diabolical Marketing Tool?

Subliminal messages in ads are illegal in U.S.

Generally only weak support found in research

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Chapter 4 Review

Exposure» Defined» How to Increase Exposure

Attention» Defined» How to capture attention

Perception» All five senses