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Advertising Basics. Ad Design Concepts Perception Anthony Acosta PhD. Ad Design Concepts 1. PERCEPTION. Perception can be defined as “a subjective approximation of reality”

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Advertising basics l.jpg

Advertising Basics

Ad Design Concepts

Perception

Anthony Acosta PhD

Ad Design Concepts

1


Perception l.jpg

PERCEPTION

Perception can be defined as “a subjective approximation of reality”

More information is available in the world around you than can be processed. As a defense mechanism against information overflow, we have what are known as;

“Perceptual guards”

These prevent us from absorbing too much information.

Ad Design Concepts

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The Consumer Decision Making Process

EXPOSURE

Random______________Deliberate

ATTENTION

Low involvement—High Involvement

PERCEPTION

INTERPRETATION

Low involvement—High Involvement

MEMORY

Short term____________Long Term

PURCHASE /CONSUMPTION DECISIONS

Ad Design Concepts

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Exposure, Attention, and Perception

What is necessary to reach consumers?

Exposure (e.g., consumer must see your banner)

Attention (e.g., consumer must look at ad message)

Perception (e.g., consumer must “take in” message)

Ad Design Concepts

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The Senses

Vision

Influence of colors

Priority of attention

Smell

Strong affective impact; associations in memory

Hearing

Priority of attention

Habituation

Touch

Affective impact

Taste

Acquired tastes

Influence of smell

Ad Design Concepts

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Definition

Exposure:

1. the act of subjecting someone to an influencing experience.

2. The number of potential consumers reached through specific medium

Ad Design Concepts

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How Do You Gain Exposure?

Research target group habits(What is your target audience exposed to?)

“Hidden” product placements (In the Background of Studio Webcams: People want to know what kind of softdrink their favorite DJ drinks.)

Image Galleries (Event Photos showing banners)

Point-of-contact displays(Giveaways and banners at Live Remotes)

Ad Design Concepts

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Selective Exposure

How much attention are you likely to give to the following advertising encounters?

radio ad while driving

Banner on a website

Pre-roll Advertisement before a video

direct e-mail Newsletter

Ad Design Concepts

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How Can We Increase Consumers’ Exposure?

“Roadblocking”--you can run, but you can’t hide!

Must include the following

Repetition

Wide presence

Multiple Media

Ad Design Concepts

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Properties of Attention

Selective(Directing the consumers attention)

Capable of being divided(Ensure that the Attention is not divided, ie, driving and seeing a billboard)

Limited(Consumers must give your ad a higher priority)

Ad Design Concepts

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Contrast/Expectations

More attention given to a stimulus which does NOT “blend in” to the background

Stimuli with unexpected content tend to receive more attention (Perceived as potentially important information)

Adaptation Level Theory—stimuli will eventually be less unexpected based on prior experience

Ad Design Concepts

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Interestingness and Info Quantity

  • Info Quantity

    • Careful not to overload your audience with “Information overload”

      • The audience will find it Difficult to cope with excessive information and you will lose the consumers interest.

    • Better organized information is more useful

Interestingness

Interest motivates allocation of attention by the audience

There is intense competition for the consumer’s interest

Ad Design Concepts

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Self-Relevance

The ads need to reflect the values and goals of your audience.

Similarity of source(Locations known to consumer)

Situations which your audience can relate to.(Here, people are typically seen using products in situations that resemble real life)

Ask only Rhetorical questions(no answer needed by the audience)

The “That’s Me!” factor(That should be the reaction your audience has to the ad.)

Ad Design Concepts

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Pleasantness of Stimuli

Use Attractive visuals(Obviously, consumers tend to be more attracted to a pleasant stimulus. )

Use Music (Music can be a source of attraction)

Use Humor(Using humor in advertisements appears to be a double-edged sword. On the one hand, humor tends to improve the likelihood of consumers giving their attention to the advertisement. On the other hand, however, the consumers’ attention may be focused on the amusement rather than the product. Thus, in order to be effective, humor appeal should be strongly tied to the product.)

Ad Design Concepts

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Surprisingness of Stimuli

Novelty

Unexpectedness

A Twist

Surprise is often an effective way to catch the consumer’s attention.

Ad Design Concepts

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Ease of Processing

The easier it is to process stimuli(your ad) the better it is.

The following criteria should be used as indicators as to the ease of processing which you ad has.

Prominence of the Ad

Concreteness of the Message

Contrast with surrounding stimuli

Keep the idea Simple (KISS)

An example that illustrates all the qualities above would be a (i.e., prominent) billboard on a rural highway (contrasting since few buildings and tall structures are around) containing a red can of Coca-Cola (i.e., simple).

Ad Design Concepts

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Perception and Marketing Strategy

  • Media strategy

    • Product category vs. involvement

  • Advertisements and Package Design

    • Use of humor—attention to the humor vs. the product

Retail

Allocation of retail shelf space

High volume items

Category allotment

Point-of-purchase displays

Brand name/logo development

Brand associations

Visual images

Ad Design Concepts

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Ambush Marketing

Attempt to associate brand with a non-owned entity

Advertising for the use of one eyeglass company while associating it with a known BRAND/Show (American Idol / Valley Eyedol ) regardless of “official” capacity at the show.

Successful Ambush Marketing Campaigns include the following elements:

Sponsoring a small part of the event

Advertising during the event

Ad Design Concepts

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Questions, Suggestions, Comments

Contact Anthony Acosta at (956) 661-6000 x 217

Or via email at:

anthonyacosta@entravision.com

Ad Design Concepts

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