ATTENTION COMPREHENSION RECALL WHAT IS PERCEPTION It is

ATTENTION, COMPREHENSION & RECALL

WHAT IS PERCEPTION? It is the process where an individual receives stimuli through the various senses and interprets them

ATTENTION � It can be viewed as the allocation of processing capacity to any information. � It is a filtering mechanism � Consumers allocate their attention on both voluntary & involuntary basis (relevance of information or distinctive stimuli)

GETTING ATTENTION � The first step is getting your ad noticed by the target segment � People neither have the cognitive capability nor even the interest to pay attention to all the messages they are exposed to � Ad environment is so cluttered that consumers deliberately try to avoid ads � With the use of remote control, life has become easier for TV viewers, but difficult for marketers

ZIPPING & ZAPPING � Zipping is ‘fast forwarding’ the ad part when playing pre-recorded cassettes � Zapping is switching across TV channels with remote control (Channel Surfing) or completely switching off for some seconds & then switching on again � There is an inverse relationship between clutter & ad recall � Research says that young adults zap more than the older adults

CONTROLLING ZIPPING ZAPPING � Advertisements placed either at the beginning or the end of commercial breaks, are less prone to be affected by the clutter than ads placed in the middle � The break is also known as ‘pod’ � High involvement ads are less affected by clutter than low-involvement ads � Creating interesting ads for viewers � Visual elements (Logo, Packaging) that would be visible in the main body of the program or even when Fast Forwarding

ELEMENTS OF ADS THAT ATTRACTS ATTENTION � Information that may be highly useful for a person, that would help in making better purchase decisions � Information that supports the audience’s opinion � Information that is stimulating, e. g. -information about a new & exciting product � Information that is interesting for the audience as no one would like to be exposed to dull & boring information

ATTENTION VS COMPREHENSION Comprehension is the capacity to understand � While getting attention it is important it should not distract the viewer from the message � The execution, models, props, etc. must not take precedence over the brand. �

FIGURE & GROUND

Copyright 2007 by Prentice Hall FIGURE & GROUND

GROUPING

CLOSURE

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RECALL � It is actually retrieval of information from memory � The viewing environment of a commercial can affect recall � Prior familiarity with an item generally enhances recall � Unusual advertising, distinctive packaging or jingle increases recall