ADV 319_9_10_lecture - Don't Forget Project Journal due at...

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Don’t Forget Project Journal due at 10 a.m. Wednesday
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Chapter 2 Last Class Sensation: Gather raw data 5 senses Today Perception: Select, organize, interpret sensation Exposure Attention Interpretation
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Exposure A stimulus comes within range of someone’s sensory receptors We can concentrate, ignore, or completely miss stimuli (like tiny legal documents)
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Sensory Thresholds Absolute threshold Dog whistle - beyond our absolute threshold Discussion: How is the absolute threshold an important consideration is designing marketing stimulation? Words on a billboard are too small to see
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Sensory Thresholds (Cont’d) Differential threshold J.n.d. - just noticable difference - marketers will lower the price a little bit and see if people notice Weber’s Law - the stronger the initial stimulus, the greater the change needs to be to be noticed Discussion: Many studies have shown that our sensory detection abilities decline as we grow older. Discuss the implications of the absolute threshold for marketers attempting to appeal to the elderly. Make it louder, bigger, offer a really good price cut. Higher differential threshold than the rest of the population
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Subliminal Perception It is believed that many ads are designed to be perceived unconsciously (below threshold of recognition - can’t detect) - affect your behavior and motivation without you knowing Subliminal Techniques Embeds A picture or word (usually very sexual) have been embedded into ads Subliminal auditory perception Words or phrases are hidden in songs - the Beatles song “I’m so tired” -- but if you can notice it then it’s not subliminal
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Ad Age: Sept, 16, 1957 When did it start? 1957 James Vicary Invisible commercial increased sales in popcorn at movie theaters
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1957: Hidden Persuaders Vance Packard Looked at motivational research techniques Pupil dilation - let you know if people are having a pleasurable response to an ad Voice pitch - voice influction goes up maybe they are excited about it Brain waves- brain waves getting more excited with a certain ad or technique Applied them to marketing
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ADV 319_9_10_lecture - Don't Forget Project Journal due at...

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