Advertising Chapter 5

Advertising Chapter 5 - Perception=the process by which...

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Advertising Chapter 5 The Communication Process QuickTime V and a TIFF (LZW) decompressor are needed to see this picture. Advertising Communications Model QuickTime V and a TIFF (LZW) decompressor are needed to see this picture. Consumer Behavior Goal of advertising is to persuade the consumer This is complicated by several factors Internal and external influences Every behavior pattern has exceptions Finding general patterns of behavior is difficult The Consumer Audience Consumers are people who buy or use products to satisfy needs and wants. Two types exist
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o Those who shop for and purchase the product o Those who use the product Target Market o Those markets that will receive ads are the target audience Five Stages of Decision Making 1. Recognize a Problem 2. Search for Information 3. Evaluate Alternatives 4. Choose a Product to Buy 5. Evaluate the Purchase QuickTime V and a TIFF (LZW) decompressor are needed to see this picture. QuickTime and a TIFF (LZW) decompressor are needed to see this picture.
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Unformatted text preview: Perception=the process by which physical sensations are selected, organized, and interpreted • Is reality • Is everything • Stimuli—physical data • Sensation—the immediate response of sensory receptors to stimuli • Attention o Perceptual Screens Physiological Screens—compromise the 5 senses: sight, hearing, touch taste, and smell; detect incoming data and measure the dimension and intensity of the physical stimuli Psychological Screens • Selective perception—the process of screening out information that does not interest us and retaining information that does (our needs, desires, beliefs, etc.) • Selective exposure—seeking out messages that are pleasant or sympathetic with our views as well as avoiding those that are painful or threatening • Selective distortion—perceiving messages in ways that support our beliefs even for inconsistent messages • Selective retention • Breaking through perceptual screens...
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This note was uploaded on 03/18/2008 for the course ADV 205 taught by Professor Bukovac during the Spring '08 term at Michigan State University.

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Advertising Chapter 5 - Perception=the process by which...

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