Other attention grabbing techniques

Other attention grabbing techniques

Other techniques used to grab consumer’s attention are:

Cardboard Pop- ups – used in mailing device or magazine insert, these literally jump out at consumers.

Shocking and powerful headlines and bold statements

Size of the adverts – large billboards or magazine adverts, also long TV adverts – for example Coca-Cola once brought a 5 min slot for a Christmas advert.

All attention grabbing devices used in advertising appeal to our senses, they influence consumers to buy into their product or service.

The Gestalt

By appealing to consumers senses adverts can easily grab their attention. The
J&B’s Christmas poster below is strong evidence of marketers doing exactly that!

The advert uses The Principe of Closure from Gestalt psychology. The principle tells us that …’consumers tend to perceive an in-complete picture as complete’. Meaning, from general knowledge and previous experiences, we are able to ‘fill in the blanks.

It invites consumers to interact with the advert, almost like a game, it makes it stand out and grabs the consumers attention.

‘…the principle of closure is at work when we hear only part of a jingle or theme’ (Solomon, 2006, 3rd Edition)

For further information on Gestalt psychology visit . . . . .

http://www.scholarpedia.org/article/Gestalt_principles

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Perceptual Process

Stage 1 - Sensation

Solomon’s Consumer behavior describes this stage as: ‘…immediate response of our sensory receptors’.

Stage 2 - Attention

This stage consists of selecting certain senses to our attention. The ones that grab our attention!

Stage 3 - Perception

This is where the selected senses (stimuli) are ‘organized and interpreted’ to determine our Perception

So,

Sensation, Attention, Perception (SAP).

For further details about the process check out this link....

http://www.wisc-online.com/objects/ViewObject.aspx?ID=OIC2801

What is Perception?

What is Perception?

Brassington’s Essentials of Marketing defines perception as:

‘Perception represents the way in which individuals analyse, interpret and make sense of incoming information, and is affected by personality, experience and mood’

Everyday thousands of sensations appeal to us via sight, smell, sound, touch and taste – these are known as stimuli. These sensations could be the sound of a fire engine or the smell of a barbeque. It’s from our interpretations of these stimuli that determines our perception. So perception is our view or opinion of that particular person, smell, colour, event, place, sound, brand, group, product etc

So by appealing to people's senses marketers can create a good perception of their company/brand. We can see this technique in its simplest form by looking at the poster advert below. Lynx have used a quite obviously stunning body to advertise their new shower products - the poster has been perfectly targeted towards young men, appealing to SIGHT... the WASH ME is also inviting you to TOUCH.

By relating to the advert below you can see how some marketers change the image of their models to create a better perception about them as a brand. If consumers consider the model beautiful we can expect them to relate this perception to the brand she is representing.

The link below is an article discussing Marks & Spencers adverts, and their succes due to appealing to consumers senses. This is proof that the technique works!!

http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/5884340/Adverts-work-best-when-appealing-to-all-senses.html

Below is a table showing how people we perceive us . . .