This chapter focuses on how effective your ads are.
Quarters ad as an introduction.
Whether it is an effective advertisement for Mr. Wilken, we drill down to three issues:
1.Exposure – how many potential clients would simply be exposed to this ad? Would the right people be exposed to it?
2.Attention – if someone picks up this coin, are they going to take the time to read the ad, or will they simply drop it in their pocket?
3.Perception – what would somebody who does read this ad think of a chiropractor advertising this way? Is he creative?Is he cheap?
Let’s look at their definitions directly:
1.Exposure – The process by which the consumer comes into contact with advertisement via one or more of the 5 senses.(i.e. the number, timing, location of coins thrown in the streets)
2.Attention – The devotion of cognitive resources to (i.e. thinking about) the advertisement.
3.Perception – Extracting meaning from the advertisement: what does the consumer think of the advertisement and/or the brand?
After understanding the definition of exposure, how to get people exposed to your ads. We need to know the ABSOLUTE THRESHOLD and DIFFERENTIAL THRESHOLD.
·ABSOLUTE THRESHOLD (绝对阈限)refers to the minimum amount of stimulation s person can detect on any given sensory channel. For instance, a highway billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see it.
·DIFFERENTIAL THRESHOLD (差别阈限) refers to the ability of a sensory system to detect changes in or differences between two stimuli. (Just NoticeableDifference or j.n.d.最小可觉差) K=Delta I/I，I是原始刺激强度，Delta I则为在这个强度下所能感受的最小变化量。
Relevance for marketers:
-If marketers want consumers to notice a change, exceed the j.n.d.
-If marketers don’t want consumers to notice a change, fall below the j.n.d.
Sometimes marketers want consumers to notice a difference, and sometimes they don’t. we can use the idea of a differential threshold in either way to get the desired result. Examples:
-Pricing; sales price vs. price increase
with pricing, you want consumers to notice sales price so want to be above threshold in price difference, but you don’t want them to notice price increase so you do it slowly. This is what Disney did with the admission to theme parks.Started low and got people to go and slowly raised it. 1971 price=$3.50, 2017price=$115.
-Downsizing: candy bars, chips
Don’t want consumers to notice that you’re charging the same price for less product. Candy bars and chips smaller, but package stayed same; cigarettes gradually getting shorter.
-Ingredients changes
The Kraft HeinzCompany provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. It is promoting as witch to natural ingredient in its Kraft Macaroni & Cheese products, months after solid changes. The company is touting its move the world’s largest ‘blind taste test’.
-Brand names & spokesperson
Don’t want to upset people so you do gradual changes over time. Each change is below threshold, but eventually you get big change from where you started. This is what Betty Crocker did in changing the image of Betty Crocker.
As for exposure, it is a selective mechanism, people can pick and choose what they allow themselves to be exposed to, to some extent. Therefore, firms are battling against this idea that consumers are tuning out, they are actively, knowingly, avoiding exposure to ads, information about products. The flip side of the selective exposure is voluntary exposure. Consumers go out of their way to seek your stuff for various reasons including purchase goals, entertainment (i.e. viral videos) and information.
Selective exposure is usually what we are combatting as marketers. In contrast, voluntary exposure is something (most) every marketer wants.
Therefore, how do marketers Beat Tuning Out? Here are 3 ways for your reference:
1.Put your message/ad/product everywhere.(pros and cons)
-A lot of people will be exposed to(pro)
-Expensive (con)
-Annoying to potential customers(con)
-Impossible (con)
2.Put your message/ad/product where you know they will be looking. Examples include in shows, in online/newspaper/magazine articles (pros and cons)
-Cheaper than going everywhere (pro)
-People might adapt and change where they will look (con)
-People may not notice it because they are so engaged with the primary material (con)
-It may be perceived as an unwelcome distraction from the primary material (con)
3.Put it where they least expect it (and can’t avoid it)
-Can be relatively cheap (pro)
-It is hard for people to adapt to this type of placement. (pro)
-It is often considered creative(pro)
-May not be as wide spread as the options above.
Examples：
Except put ads where customers least expect, how do marketers maximize exposure across various media with ‘placement or position’?
- TV: primetime slots; ad appears at the beginning or end of a commercial segment.
Zipping (快进): fast-forwarding throng commercials recorded on VCR or DVR. About 60%of ads are zipped.
Zapping (换台): use of a remote control to switch channels when a commercial comes on. 20% of consumers zap at any one time; more than 2/3 with cable TV zap on are regular basis. Men zap more than women.
- Magazines: back cover; next to cover article; near table of contents
Avoid place with too many ads. Bride’s magazine: 1000 pages, 800 of which are ads. Yours will be lost in the sea of ads.
- Billboards: main traffic areas, large sign, minimize environmental interference (e.g. trees blocking the sign or poor lighting)
- In the store: more widespread distribution and amount of shelf space, end of aisle displays (end-cap通道尽头), waist to eye level placements=more exposure. Of course, exposure is greatest at points in store where all consumers must go and spend time (point of purchase displays at checkout etc.)
It is important to think about how the product is integrated into the show/movie/game and what the purpose of the product placement is. There are 4 factors driving product placement value:
1.Screen time: how much time does the product get on screen? Foreground or background? Verbal or visual? How clear is the logo?
2.Character building: do various characters, including star, use product?Does anyone mention it or say how good it is?
3.Awareness and recall: did the product appear during an important plot point? Are viewers distracted from product placement by other factors?
4.Business function: what is the reason for placement? Does advertiser want to generate buzz and publicity or create more sales (or both)?
In addition, I want to simply introduce the Mere Exposure. (多看效应或曝光效应) The more exposure we have to a stimulus, the more we will tend to like it. Familiarity breeds liking more than contempt. Things grow on us and we acquire tastes for things over time and repeated exposure.
Dasani Example:
Consumers views 20 photographs with people for 2 seconds each, among them, 1, 4, 12photos had a Dasani water bottle. Notice that the bottle in these pictures doesn’t seem out of place. Nor is it the focus of the shot. Naturally integrated. Then consumers given choice of 4 bottled waters, including Dasani.The result is the more exposures, the greater the choice share of Dasani.
This stimulus can be people, commercial products, places, etc. We can get to like most things, given time. We can even get to like unpleasant things, such as when prisoners miss prison.
When we make choices, the familiar is often chosen over the unfamiliar.
Exposure can be overdone. After a certain number of exposures, we will ignore the message. If the exposures continue, we will get irritated and ‘take revenge’ by assuming negative responses to the message.
The exposure effect is linked to the disgraced world of subliminal messages and subliminal exposure has increased liking.Mere exposure is different than subliminal advertising because the target stimulus is something the consumer can report seeing if directed to pay attention to it. However, subliminal messages can only be seen unconsciously.
（Exposure is finished, Attention will be NEXT)