Exposure Attention Perception 19 - Part 1 PDF

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Liad Weiss...

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STP – A Consumer Perspective Marketing Strategy Prof. Liad Weiss

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Possible target markets: • Demographic: – Young/ 18-34/ Gen-X – Baby boomers – Both

• Psychographic: – Confident, individualistic, desire to be center of attention – Love to drive

Be clear (not smart or creative; i.e., here not in general)! Low clarity Example: “returning and recent Beetle enthusiasts”

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Frame of reference: • Great: brand of small cars • Good (a little too broad): brand of cars • Not good (too narrow): Brand of German cars, fun cars, selfexpressive cars, etc. These narrowing factors should be part of the point of difference, not the frame of reference.

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Points of difference given target market: • Major: – Young/18-34: emphasize self-expression, individuality and fun – Baby boomers: emphasize emotional connection & nostalgia – Both/psychographic: balancing both of the above

• Minor (for all markets): German engineering

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• Reason to believe given point of difference: – Self-expression and fun => unique (curved and rounded) shape and design – Nostalgia & emotional connection=> clear reference to the “old” Beetle’s heritage (i.e., as an American icon) – German engineering => German origin

• Keep it: a) factual/credible; b) in support of point of difference. Non factual example: “because the brand allows owners to display their appreciation of the rich history of this car while also participating in building the brand story themselves”

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Next week: Ikea Invades America Be ready to discuss the case Guiding questions to help you prepare: • What factors account for the success of Ikea? • What do you think of the company’s product strategy and range? Do you agree with the matrix approach (figure B)? • What are the downsides to shopping at Ikea? How does this fit with the company’s vision (figure C)? • How would you improve Ikea’s value proposition to make it even more attractive to American customers? • Should Ikea change its product strategy (range, styles, price points) to achieve its growth strategy? If so, how?

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Broad Overview: Where Are We in the Course? Why do we buy? • Needs (definition, recognition, types) • Revisiting Maslow (optimal distinctiveness) • Motivation (definition, types) • Applications: reward programs, collectable experiences • The positioning statement Segmentation Targeting Positioning • The New Beetle Case (STP from the firm’s perspective) • This week: STP - A Consumer Perspective • Next week: The IKEA Case

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Exposure • Segmentation & targeting exercise • Campaign assessment • Mere exposure • Influencing factors • Selective exposure • Voluntary exposure Attention • Definition & characteristics • Influencing factors (stimulus, individual, situational) Perception • Influence of visual cues • Characteristics (relative, constructed, expectation dependent, context dependent)

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Brad Wilken, a local chiropractor, considers hiring you to create a campaign to attract new clientele and asks for your preliminary ideas  What consumer segment would you target?  How would you target consumers from that segment? Segment Targeted: Local citizens with back pain, teenagers in sports How to target consumers from segment: Post in local newspapers, billboards, use social media and target locally, work with schools and athletic programs/social media

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Brad ended up going with a different agency that created the following “back of a quarter” campaign: IF IT HURT TO PICK THIS UP, USE IT TO CALL US BRAD WILKEN CHIROPRACTOR 618-653-3960

Would you expect this campaign to be effective? Why?

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Perception: what would a person think about the chiropractor given this form of advertising Exposure: How many potential clients will be exposed to this ad? (Function of timing, location, weather). Who are the type of people who would be exposed? (Based on location) Could they afford it? If they can do it, are the even a relevant target market? (If they have back pain, wouldn't they just leave the coin). WOM impact. May give perception of a "creative" chiropractor and not professional Attention: Would people pay attention to it even if exposed? (Could just throw it in a coin jar?)

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Process by which the consumer comes into contact with a stimulus (number, timing, location of coins thrown in the streets)

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• Consumers viewed 20 photographs with people for 2 seconds each • 0,4, or 12 photos had a Dasani water bottle

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 DV: Consumers given choice of 4 bottled waters, including Dasani  Results: The more exposures, the greater the choice of Dasani.  BUT, only if they were UNAWARE of seeing the water in the pictures.  Beware of “persuasion knowledge”  How does this relate to subliminal advertising? What’s the same? What’s different? Subliminal advertising: Below your threshold of perception or recognition/noticability. It's about whether or not they are able to notice it. This is not subliminal advertising. They are just unaware of seeing the water but they did in fact see it vs. not perceiving the water (subliminal.

Could be because they don't want to be affected by marketers. Persuasion knowledge: knowing they are trying to be influenced so they pick the opposite of what other party wants us to do.

Kids don't always recognize or realize persuasion knowledge. Don't realize they are being advertised to.

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Position of a marketing stimulus

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Product distribution and shelf placement

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 Selective exposure: attempts to avoid commercials and other marketing stimuli => loss of communication and sales opportunities  Getting around selective exposure:       

Ad repetition Spread ads across different channels Place important material in the beginning First or last ad within segment Product placement Native advertising Unexpected mediums

People try to avoid when they know they are being advertised to: Selective exposure. Problem for marketers.

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Products intentionally placed in a movie or tv show or even getting it to where people are looking for other reasons. Could be video games too.

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 Screen time  How much time does the product get on screen? Foreground or background? Verbal vs. visual? How clear is logo?

 Character building  Do various characters, including star, use product? Does anyone mention it or say how good it is?

 Awareness and recall  Did the product appear during an important plot point? Are viewers distracted from product placement by other factors?

 Business function  What is reason for placement? Does advertiser want to generate buzz and publicity or create more sales (or both)?

Deutsch & iTVX’s Media Bridge Entertainment: 52-step formula

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When you don't expect it or see it coming, it's harder for you to avoid it and have selective exposure.

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 Risks:?  How to avoid it?  Self selection  Targeting With ad repetition- can lead to over exposure and annoy target/viewer. By self selection, viewer puts themselves in teh position while targeting helps reduce repetitive, annoying exposures.

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Voluntary exposure: when consumers actively seek out our message  Reasons    

Purchase goals Information Entertainment Curiosity

 Examples

Ex: Super Bowl, a popular ad, escape room advertising new Snickers flavors, looking up a restaurant or deal.

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More likely to use to app and use more frequently, see who are frequent pizza eaters and what kind of pizza, hope they buy more when they get their free pizza, shows confidence in the brand that once you try our pizza you want try anything else, keeps Domino's in the mind of target,

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The Spotlight Effect Others have a big effect on how we behave because we (wrongly) believe that others notice us and care. Exposure and attention are distinct. Spotlight Effect: the feeling isn't real, not as many people notice, Source: Gilovich, T., Medvec, V. H., & Savitsky, K. (2000), “The Spotlight Effect in Social Judgment: An Egocentric Bias in Estimates of the Salience of One’s Own Actions and Appearance,” Journal of Personality and Social Psychology, 78, 211-222.

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Great. Your target customer has been exposed to your brand/message. What now?

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