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?