The process of perception is sensing and interpretation

Assignment Help Business Management

Reference no: EM131702841

A) The process of Perception is (1)Sensing (Exposure), (2)Selecting (Attention) and (3)Interpretation. The first stage often has to do with where a marketing communication is placed (ex. an end-aisle display where you have to maneuver your cart around it or a billboard where you have to drive/ride past it). Therefore, the placement and position of a marketing communication is important in perception to be sure the consumer has an opportunity to be exposed. The second stage is difficult for marketers as we have to attract the attention and then maintain/hold it so that the marketing communication will be paid attention to. You have probably heard the old saying in advertising "sex sells", and it's got this idea at the root. It's easy to flash sexy figures in advertising (to turn a consumers head) but will the consumer stick around to actually see and understand the message? The last stage is almost totally up to the consumer, did they "get it"? Put another way, did the consumer understand the message and did they store (in Long Term Memory) a piece of the message (hopefully the brand's position and brand name). Can they recall the message when it comes to a consuming situation that would call for purchase/use of the product/brand?

Based on the Perception Process choose one specific brand that you believe has done the above creatively, thoughtfully, effectively AND successfully. Outline this brands efforts in detail, using Perception terms and concepts from the readings (and research) to support why it is an effective brand in terms of Perception. Embed one example overall (still ad) to represent the brand's perceptual efforts. Outline each stage description in the following manner:

A-1 Sensing/Exposure

A-2 Selecting/Attention

A-3 Interpretation

B) One of the most controversial areas of Perception is Subliminal Advertising. Part of the controversy is the debate as to whether it is effective or not. Conduct some outside research and give your opinion as to whether Subliminal Embeds work in advertising or they do not. Outside research is needed for this response, so citations are crucial here.

C) Attitude is an easy area to develop but difficult to change. Once an attitude has been formed (about a brand) it is costly to change. Identify one brand that has suffered a set-back or controversy. Answer in detail the following questions with regard to attitude:

C-1. Was the brand's attitude (before the negative event) mostly based on one component (Cognitive, Affective or Conative?) Explain. What about now, after the negative event, is the new attitudes being formed based on the same component or another one altogether? Explain.

C-2. How is the company combating the negative attitudes that have been formed from the negative event?

Reference no: EM131702841

Questions Cloud

Through binding arbitration clause in contract : One type of alternate dispute resolution (ADR) is arbitration. The primary method of securing arbitration is through a binding arbitration clause in a contract.

Majority of sexual harassment complaints : Statistics kept by various organizations show that the vast majority of sexual harassment complaints are women alleging that they've been harassed by a male.

What does sleeper effect suggest about source credibility : Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of which of the following lifestyle dimensions

Placed in a savings account for four years : What is the future value of 1000 placed in a savings account for four years if the account pays 8 percent compounded quarterly?

The process of perception is sensing and interpretation : The process of Perception is Sensing (Exposure), Selecting (Attention) and Interpretation.

How secure is southwest competitive advantage : Southwest Airlines has long been one of the standout performers in the U.S. airline industry. It is famous for its low fares, which are often some 30% lower.

What is the future value of this prize : What is the future value of this prize if each payment is put in an account earning 0.09?

Compute the firms price-earnings ratio upto two decimal : The company's share price is 12.13 and the company has 308,820 shares outstanding. Compute the firms price-earnings ratio upto two decimal places.

Write the machine code equivalent to given program described : Problem Using the lnte186 simulator, write the machine code equivalent to the program described below.

User Account

All Pages