Wednesday, September 17, 2008
Chapter 5, Question 9
Explain why attention is highly selective and what implications selectivity holds for brand managers and their advertising agencies. Attention is highly selective as a persons information processing is limited, and not unlimited. In addition, all advertising is competing for your attending. Mix the two and you have customers how are selective on what advertisements they pay attention to. That said, they select messages that are relevant to their lives and of interest to current goals. Brand mangers must target audiences based on relevant offers.
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The main points:
Attention is highly selective because most marketing communications are unimportant, irrelevant, and uninteresting for most consumers.
Consumers direct their voluntary attention only to those communications which speak to their interests. Marketing communicators must know which signs, symbols, and signals to employ so as to attract consumers’ attention.
Visualizations (nonverbal communications) are particularly effective for attracting attention because they typically are easier to process and are more appealing.
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