Advertising Basics

1. Advertising Basics Ad Design Concepts Perception Anthony Acosta PhD Ad Design Concepts 1

2. 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 2

3. 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 3

4. 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 4

5. 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 5

6. 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 6

7. 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 7

8. 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 8

9. 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 9

10. 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 10

11. 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 11

12. 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 12

13. 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 13

14. 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 14

15. Surprisingness of Stimuli Novelty Unexpectedness A Twist Surprise is often an effective way to catch the consumer’s attention. Ad Design Concepts 15

16. 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 16

17. 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 17

18. 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 18

19. Questions, Suggestions, Comments Contact Anthony Acosta at (956) 661-6000 x 217 Or via email at: anthonyacosta@entravision.com Ad Design Concepts 19

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