Sales results in those stores improved by more than 25 percent.And the california tree fruit commission has found that expanding display size by just 1 percent can boost sales of the featured food by about 19 percent,58Also,movement makes an ad more prominent, which is the reason why attention to commercials tends to be enhanced when the ad uses dynamic,fast-paced action.59
Contcrete stimuli are easier to process if they are concrete rather than abstract.60 Concreteness is defined as the extent to which we can image a stimulus.Notice how easily you can develop images of the conceteness applies to brand name as well.Among brands of well-known dishwashing liquids, the name Sunlight is much more concerete than the names dawn,joy, or Palmolive.That coccreteness may give Sunlight an adventage over the others in attention-getting ability.
Contrasting stimuli, A third factor that makes stimuli easier to process is contrast(see exibit 3.6). Color newspaper ads are more likely to capture attention because they are surrounded by black and white,just as a black-and-white TV ad is likely to stand out when aired during shows broadcast in color.For contrast,some wine makers put images of unusual animals on their label to help their bottles stand out on the self.61 Althought research shows that consumers are more likely to consider yelow pages ads in which color is used only for the sake of attracting attention,they are more likely to actually call the firms when the color enhances the product’s appeal in appropriate manner.62
The amount of competing information. finally,stimuli are easier to process when few things surround them to compete for you attention.63 you are more likely to notice a billboard when driving down a deserted rural highway then when in a congested, sign-filled city,just as you are more likely to notice a brand name in a vissually simple ad than in one that is visually cluttered.
Costomer Segments Defined by Attention
One set of researchers asked the following question:If we do pay attention to things that are televant,pleasant,surprising and easy to process, can we identify groups or segments of consumers who are more affected by relevance,pleasantness,surprise,and ease of processing? The answer to this question appears to be yes.Researches identified a group of consumers who paid minimal attention to an ad because the elements in the ad were not relevant to them.A second grroup focused on things in the ad that were visually pleasant,such as the picture.the last group spent the longest time looking at the ad and devoted equal amounts of time to the picture,package,headline, and body text.one reason for their attention may be that every viewed the product as personally relevant and its purchase as potentilally risky.hence the consumers needed sustained attention to Proroperly evaluate the ad’s information.64
Habituation
When a stimulus becomes familiar, it can lose its attention-getting ability a result called habituation. Think about the last time you purchased something new for your apartement or room(such as aplant or picture).For the first few days,you probably notice the object every time you entered the room.As time passed,however,you probably do not notice it at all.you have become habituated to it.
Marketing Implications
Habituation poses a problem for marketers because consumer readily become habituaded to ads,packages, and other marketing stimuli. A good solution is to alter the stimulus every so often,which is the reason that many advertisers develop multiple ads that communicate the same basic message but in different ways. Thus,Toyota,Honda,and other car companies are combining conventional mass-media messages with ads in video games,on car shopping and video-sharing websites,and delivered via mobile devices.65 Habituation also explains why marketers sometimes change product packging to attract consumers’ attention anew.
Perception
After we have been exposed to a stimulus and have devoted at least some attention to it, we are in a position to perceive it. Perception occours when stimuli are regis tered by one of our five senses vision,hearing,taste,smell,and touch.
Perceiving thorough vision
What arouses our visual perception?
*Size and shape.Size attracts attention.when choosing among competing products,consumers tend to buy pruducts in packages that appear to be taller than other; even the ratio of dimensions of rectangular products or packages can subtly affect consumer preferences.66 Moreover,consumers perceive that packages in eye-catching and instantly identified with the name of the hambuger chain
*Lettering. The size and style of the lettering on a product or in ad can attract attention and support brand recognition and image.68The distinctive wendy’s script, for instance, is eye-catching and instantly identified with the name of the hamburger chain.
*Color.Color is extremely important factor in visual perception.Research suggests. In fact,that color determines whether we see stimuli.69 A given color can be described according to hue, saturation,and lightness.Hue rafers to the pigment contained in the color.Colors can be classified into to broad categories or color hues: Warm colors such as red,orange, and yellow; and cool colors such as green, blue, and violet.Saturation(also called chroma) refers to the richness of the color,leading,to distinctions such as pale pink or deep, rich pink. Lightness refers to the depth of tone in the color.A saturated pink could have a lot of lightness(a fluroresent pink) or a lot of darkness(a mauve)
*Effects of color on physiological responses and moods.Color can also influence our physiological responses and moods.Color psychologists have discovered that warm colors generally encourage activity and excitement, Whereas cool colors are more soothing and relaxing. Thus, cool colors are more appropriate in places such as spas or doctors offices, where it is desirable for consumers to feel calm or to spend time making decisions.Warm color are more appropriate in environments such as health clubs and fast-food restaurants, where high levels of activity are desirable.One study found that deeper and richer colors(greater saturation) and darker colors evoked more excitement than did less deep and lighter colors.
*Color and liking.Colors can have a great effect on consumers’ liking of a product. Dirt Devil vacuum cleaners now came in fashion colors like harbour sky(blue),and plum; hamilton Beach blenders are available in Moroccan Red,Seabreeze(blue),and Apple(green).
Marketing Implications
Because colors can stongly influence attention to and liking of product, marketers often rely on the advice of “color forecasters” when deciding which color to use in products and on packages.For example, the Color Association of the United States and the color Marketing grup tell manufacturers and designers which colors consumers are likely to prefer ewo or three years into the future.These forecasts are very important: The right color can make consumers believe they are buying products that are Very current. Researchers have also found differences among social classes in color preferences. Hot,bright colors have historically appealed to higher-end markets.
Perceiving through Hearing
Sound respresent another form of sensory input. A major principle determining whether a sound will be perceived is its auditory intensity.Consumers are more likely to motice loud music or voices and stark noises.when the announcer in a radio or TV ad speaks more quicckly. The faster pace disrupts consumers processing of the information,yet a low-pitched voice speaking syllables at a faster-than-normal rate actually induces more positive ad and brand attiudes. When a company use a person to speak the voice-over lines during many of its ads or plays the same jingle in many commercials, consumers come to associate those sounds with the product or brand.McDonald’s and other firms consciously seek to define a certain sonic identity-using sounds such as music or particular voices to support a brand’s image.Further,consumers infer product attributes and form evaluations using information gleaned from hearing a brand’s sounds,syllables,and words,a process known as sound symbolism.
Marketing Implications
Fast music, like that played at aerobics classes, tends to energize; in contrast,slow music can be soothing. The type of music being played in a retail outlet can have an interesting effect in shooping behavior. Specifically, a fast tempo creates a more rapid traffic low, whereas a slow tempo can increase sales as much as 38 percent because it encourages leisurely shopping(although consumers tend to be unaware of this influence on their behavior). However, afast tempo is more desirable in restaurants because consumers will eat faster, thereby facilitating greater turnover and higer sales. Music can also affect moods. Likeable and familiar music can induce good moods, whereas discordant sounds and music in disliked style can induce bad moods may affect how pople feel about products and consumption experiences.
Perceiving through taste
Food and beverage marketers must stress taste perceptions in their marketing stimuli. For example, the major challenge for marketers of low-calorie and low fat products is to provide healthhier foods that still taste goof to another, and consumers from diferent cultural backrounds may have different taste preferences. Interesingly, tasting or sampling a product is the in-store marketing tactic that most influences consumer purchasing,even though stand-alone in-store displays for particular brands perceived through vision-are marketing tactic that shopers notice the most.exhibit3.7 shows the influence of various in-store tactics perceived thorugh vision,hearing,touch, and taste.
Marketing implications
Marketers often try to monitor consumers’ tastes thorugh taste tests. Many food and beverage products are thoroughly taste tested before they introduced.Ads or food packages sometimes ask consumers to compare the products taste with that of competing products. To encourage product trial in the U.K. market, Kellogg’s Nutri-grain snack bars recently featured a taste challenge with a money-back guarantee. However,consumers are not always good at discerning taste,so marketers should consider adding descriptive words or pictures to marketing communications about foods, restaurants, and the like. To engage consumers,sometimes marketers mention taste in an unexpected way for instance,the slogan of buckley’s cough mixture is “it tastes awful and it works”.
Perceiving thorugh Smell
If you were blindfolded and asked to smell an item, you would probably have a hard time identifiying it; most consumers do. However,consumers also differ in their ability to label odors.Compared with younger consumers, the elderly have a harder time identifying smells,and men in general are worse at the task than are women. Marketers are concerned with the effects of smell on consumer responses,product trial,liking, and buying.
Effects Of Smells on Phyisiological Responses and Moods
Like the other senses,smell produces physiological and emotional responses.For example, the smell of pepermint is arousing,and the smell of lily of the valley is relaxing. Some studies show that people can feel tense or relaxed depending on whether or not a scent is present and what it is. This theory has been key to the develoment of aromatherapy.some of our most basic emotions are also linked to smell. For example,children hate having their security blankets washed, in part because washing removes the smells that comport the child.in addition,the smell of the ocean or of freshly baked cookies can revive very emotional and basic chilhood memories.
Smells and product trial
Companies can expose consumers to marketing stimuli through their sense of smell(see exibit 3.8). Smell(often in combination with other sensory perceptions) can entice consumers to try or buy a food product.Krispy Kreme designs its outlets so that consumer can smell-and see- the doughnuts coming fresh out of the oven.Scrath-and-sniff adverisements expose consumers to fragreances and other types of products that involve the use of smell.Research suggests that scents in the air can be effective stimuli when related to the product being sold.Thus,a flowery aroma would be more appropriate for a lingerie store than for a coffee bar. Also,some perfume and cologne ads are doused with the product to increase sensory processing. However, this technique can backfire if consumers are of funded by scented ads or have allergic rections to the smells.
Smell and Liking
Retailers also realize that smells can attract consumers. For example, Broners’s Chirstmas Wonderland in Frankenmuth. Michigan, puts consumers in the holiday shooping mood by using a machine that sends pine fragrance into the air thoughout the tree departement during december.Similarly, grocery reatilers often locate in store bakeries so that the aroma of fresh bread can be smelled at the main store entrance.
Smell and buying
Research has found that providing a plesant-smelling environment can have positive effect on shopping behavior by encourahing more attention to relevant stimuli that consumers encournter and encouraging consumers to linger longer.In one study,shoppers in a room smelling of flowers evaluated nike shoes more positively than did consumers in an odor free room.Tesco,a U.K grocery chain,seeks to stimulate coffe purchases by fitting its store-brand coffe packages with special aroma-releasing valves that let the scent waft out.
Marketing implications
Obsiviously, we like some product-for example, perfumes and scented candles-for the smells they produce.However, we may like other product,such as mouthwashes and depdorants,because they mask aromas. Procter &gamle’s Febreze started as on odor eliminator and now offers fragrance-enhancing products for the home and laundry.However, smell does not always work to the marketers advantage:some consumers may dislike the scent in the ambient retail enviromental or find it irritating. In addition, some consumers value particular products because they have no smell, such as unscented dedorants, carpet cleaners, and laundry detergents. Finally, consumers preferences for smells differacross cultures. Spices that are commonly used in one culture can literally make consumers in another ill.Only one smell(cola) is universally regarded as pleasant, a finding that is good news for companies like coke and pepsi that are expanding globally.
Perceiving through touch
Touch(both what we touch with our fingers and the way that things feel to us as they come in contact with our skin) is a very important aspect of many products and services, although individual preferences for touch vary.Depending on how we are touched,we can feel stimulated or relaxed.And research has shown that consumers who are touched by a sales person are more likely to evaluate both the store and the sales person positively. In addition, customers who are rouched by the sales person’s request.Howeever the effectiveness of being touched in sales situarions differs from culture to culture. Compared US consumers, these in Latin America are more comfortable with touching and embracing. In asia,however,touching between relative strangers is seen as inappropriate.
Consumers like some products because of their feel(see exhibit 3.9). Some consumers buy skin creams and baby products for their soothing effect on the skin, or they go to massage therapist to experience tactile sensation and feel relaxed.In fact,research shows that consumers who have a hingh need for touch tend to like products that provide this oportunity. When considering products with material properties, such as clothing or carpeting,consumers prefer goods they can touch and examine in stores more than products they can only see and read about online or In catalogs. Clearly,the way clothing feels when worn is a critical faktor in consumers purchasing decisions for those product. Knowing that consumers prefer to try products before they buy them, the REI chain of sporting goods stores invites shoppers to test any product on display, from boots to bicycles.
When do we perceive Stimuli?
Our senses are exposed to numerous inputs at any given time. To perceive each one would be overwhelming and extremly difficult. Fortunately, our sensory processing is simplified by the fact that many stimuli do not enter our conscious awareness. For us to perceive something, it must be sufficiently intense. The intensity of a smell can measured by the concentration of the stimulus in a substance or in the air. Stimulus intensity of sounds can be measured in decibels and frequencies, and stimulus internsity of colors can be measured by properties like lightness, saturation, and hue. In the area of touch, stimulus intensity can be measured in terms of pounds or ounces of pressure.
Absolute Thresholds
The absolute threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived. In other words, the absolute threshold is the amount of intensity needed for a person to detect a difference between something and nothing. Suppose you are driving on the highway and a billboard is in the distance. The absolute threshold is that point at which you can first see the billboard. Before that point, the billboard is below the absolute threshold and not sufficiently intense to be seen.
Differential threshold
Wheeas the absolute threshold deals with whether or not stimulus can be perceived,the differntial threshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different. Thus, the differential threshold is a relative concept; it is often called the just noticable difference(j.n.d). for example, when tou get your eyes checked, the eye doctor often shows you arow of letters through different sets of lenses. If you can detect a difference between the two lenses, the new lens is different enough to have crossed the differential threshold.
The psychophysiologist ernst Weber first outlined the basic properties of the differential threshold in the nineteenth century. Weber’s law states that the stronoger the intial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. This relationship is outlined in the following formula:
Where S is the intial stimulus value,s is the smallest change in a stimulus capable of being detected,and K is a constant of proportionality.
To illustrate,imagine that consumer testing found that 1 once would need to be added to a 10-ounce package before consumers could notice that the two packages weighed different amounts.Suppose we now have a 50-ounce box and want to know how much we must add before consumers could detect a difference. According to Weber’s law K=1/10 or 0.10. to determine how much would need to be added, we would solve for s as follows:
The answer is 0.10 of the package weight, or 5 ounces.
Marketing Implications
Absolute threshold
The obivious is that consumers will only consciously perceive a marketing stimulus when is sufficiently high intensity to be above the absolute threshold.thus,if images or words in a commercial are too small or the sound level is too low, consumers sensory receptor wiil not be activated, and the stimulus will not be consciously perceived.
Differentilal Threshold
The differential threshold has two important marketing implications.
1.Sometimes marketers do not want consumers to notice a difference between two stimuli. Marketers of nonalcoholic beer, for example,have hoped that consumers would not be able to tell the difference between the tastes of real and nonalcoholic beers. Some marketers might not want consumers to notice that they have decreased a product’s size or increased its price, a situation that raises ethical concerens for example, some consumers were unhappy when they noticed that nips had reduced the amount of candy in its value pack from 5.5 ounces to 4 ounces.
2.In other instances marketers do want consumers to perceive a difference between two stimuli. For examle,MC donald’s once increased the size of its regular hamburger patty By 25 percent but left the price the same,hoping that consumers would notice the change. Many marketers hope that consumers can tell the diference between an old and improved product. However, sometimes consumers cannot make the distinction because differential thresgolds vary from sense to sense. For example,since our sense of smell is not well developed,we often fail to differentiate the smell of two versions of the same object.
Subliminal perception
The concept of the perceptual threshold is important for another phenomenonsublliminal perception.Suppose tou are sitting at a movie and are being exposed to messages like “eat popcorn” and “drink Coke” However,each message is being shown on the screen for only a fraction of a second, so short a time that you are not consciously aware of it.Stimuli of this type,Presented below the threshold level of awarness,are called subliminal messages, and our perception of them is called subliminal perception.
Subliminal perception is different from preattentive processing. With preattentive processing, our attention is detected at something other than the stimulus-for instance, at a magazine article instead of an ad in our peripheral vision. With being present-if you shift your attention and look directly at the ad or billboard, so degraded that the very act of perceiving them is difficult.
Marketing Implications
The question of whether stimuli presented subliminally affect consumers responses has generated considerable controversy in the marketing field. A Widely known but fraudulent study in the advertising industry claimed that consumers at a movie theater had been subliminally exposed to messages on the movie screen that read”Eat popcorn” and “drink coke”.Reportedly,exposure to these subminal messages influenced viewers purchase of coke and popcorn. Although advertising agencies deny people claim that marketers are brainwashing consumers and attempting to manipulate them.These people also believe that ads comtaining such stimuli are effective.
Does subminal perception affect consumer behavior?
Research suggest that subliminal perception has limited effects on consumers. Such stimuli have not been found to arouse motives like hunger.Nor do subliminally presented sexsual stimuli affect consumers attitudes or preferences. Research has also failed to show that subliminal stimuli affect consumers explicit memory of ads or brands.As a result, the advertising community tends to dismiss subliminal perception research.
Interestingly, however, there is somo evidence that stimuli presented below the the threshold of conscious perception can reach our sensory registers. Researches have found that if consumers are subliminally exposed to a word (e.g, razor), they will recognize that word faster than they recognize words to which they have not been exposed subliminally. Moreover, some preminary evidence suggests that stimuli perceived subliminally can affect consumers feelings. Consumers in one study were found to have stronger responses to ads with sexsual subliminal implants than to those without them. Thus, stimuli perceived subliminally are somehow analyzed for their meaning, and they can elicit primitive feeling responses.However these effects do not be strong enough to alter consumers preferences to make an ad or brand more memoriable. Exposing consumers to the message at or above the threshold level awareness should have just as much if not more impact than subliminal stimuli, making the use of subliminal stimuli unncesserary. Now researchers are using neuroscience to continue investigating whether subliminal advertising works.
How Do Consumers Perceive a Stimulus?
Some research has research hs focused on how individuals organize or combine the visual in formation they perceive. Consumers tend not to perceive a single stimulus in isolation; rather,they organize and integerete it in the context of the other things around it. Also, many stimuli are really a complex combination of numerous simple stimuli that consumers must organize into unified whole using perceptual organization(see exibit 3.10). This process represents a somewhat higher, more meaningful four basic principles related to perceptual organization are figure and ground, closure,gruping, and bias for the whole.
The principle of figure and ground suggest that people interpret incoming stimuli in contrast to a background. The figure is well defined and in the forefront-the focal point of attention-whereas the grounf is indefinite, hazy, and in the background. People tend to organize their perceptions into figureand-ground relationships, and the meaner in which this process occurs will important brand to be the figure, not a background, and not let the background detract from the figure. Advertisers often violate this principle when using sexy or attractive models in messages, with the result being that the model becomes the figure and focal point, leaving the product or brand unnoticed.
Closure refers to the fact that indivifulas have a need to organize perceptions so that they form a meaningful whole. Even if a stimulus is incomplete,our need for closure will lead us to see it as complete. We therefore try to complete the stimulus. They key to using the need for closure,then,si to provide consumers with an incomplete stimulus. For example, putting a well known television ad on the radio is an effective way to get consumers to thingk about a message. The radio version of picture the visual parts of the ad. Likewise,severely cropping objects in ads so that they appear ambigous may be one way of getting consumers to think about what object is and to gain closure.
Grouping refers to the fact that we often group stimuli to form a unifed picture or impression,making it easier to process them. We views similar or nearby objects as belonging together. Marketers can often influence the image or perception of a product or service by grouping in with other stimuli. In exibit 3.6, the two groups of yellow bottles are seen as being different from the green bottle. In advertising, companies sometimes include more than one brand or product in a message to generate exposure thorough gruping. In merchandising, marketers often create a unified impression by displyaing related items as a group.Consumers may perceive a table setting as elegant when the napkins, napkin holders,wine goblets, silverware, dishes, and serving bowls are cleverly grouped.
Bias for the whole is the principle that consumers perceive more value in the whole of something than in two or more parts that are equivalent to the whole. Thus, you are more likely to make a $20 purchase if you have two $5 bills and a $10-and less likely to make the purchase if you have a single $20 bill. In other words, you bias for the whole(the single $20 bill) makes you less wiling to spend it. Flight attendants on cathay pasific Airlines ask passengers whether they will contribute their leftover foreign coins to UNICEF. Simply asking for spare change, the airline has collected more than $1 milion for UNICEF since 1991.
Summary
For marketing stimulus to have an impact, consumers be exposed to it, allocate some attention to it, and perceive it. Consumers need basic level of attention to perceive a stimulus before they can use additional mental resources to process the stimulus at higher levels(something we explore in the next chapter). Exposure occurs when the consumer is presented with a marketing stimulus. Knowing that consumers exposure to marketing stimuli is selective, marketers use a variety of tactics to incerese stimulus exposure.
Attention occurs when the consumers allocates proccesing capacity to the stimulus. Attention is selective,divided, and limited. Using tactics such as profuct placement does not guarantee that consumers will directly attend to marketing stimuli,although consumers may attend to such stimuli preattentively. Making a marketing stimulus personally relevant,pleasant,surprising, or easy to process enhances its attention-getting properties. Consumers perceive a stimulus by using one of their five sensen: vision(through size and color stimuli), hearing(through sound intensity,pitch,pace, and other characteristics),taste(especially for food and beverages),smell(affecting responses,moods, trial, liking, and buying), and touch(affecting responses,moods,and liking).
Perceptual thresholds determine the point at which stimuli are perceived. The absolute threshold is the lowest point at which an individual can experience a sensation. The differential threshold the minimal difference in stimulus intensitty needed to detect that two stimuli are different. The differential threshold is important both when marketers do not want consumers to notice a difference between two stimuli(as in a size dcrease) and when they do(as in the case of product improvements). Consumers can sometimes perceive things outside of their conscious level of awaeness, a phonomenon called subliminal perception, but this seems to have a limited impact on consumers motives or behavior. Finally, perceptual organization occours when consumers organize a set of stimuli into a coherent whole, affected by the principles of figure and ground,closure,grouping, and bias forr the whole.
Question for review and discussion
1.How do zipping and zappong affect consumers exposure to stimuli such as products and ads?
2.What is attention and what are it’s three key characteristics?
3.In what ways do prominence and habituation affect consumer attention?
4.What is perception, and what methods do we use to perceive stimuli?
5.Differentiate between the absolute threshold and the differential threshold, and explain how these concepts relate to Weber’s law
6.Name four principles of perceptual organization and explain why marketers need to know about them
Consumer behavior case
Heinz is looking for attention
From upside-down bottles and wacky-colored ketchups to unusual store displays and customer-ceated television commercials,H.J.Heinz is defitely looking for attention. Although Heinz sell 650 milion bottles of ketchup each year, the company is anything but complancent about keepong its brands and products in the public eye. One way it does this is by using special in-store displays. To catch the eye of tailgaters browsing in sam’s Club and other warehouse stores,the company has created cardboard displays shaped like the back of pickup truck and filed them with grab-and-go picnic packs of Heinz ketchup,mustard,and relish.
When Heinz introduces new products and packaging , it gains mose shelf space,attracts attention, and highlights each item’s appeal to the senses. Its E-Z-Squirt ketchup,in vivid,child-friendly color like green,purple, and blue,was a standout on store shelves. Its organic kerchup comes in an upsize-down squeeze bottle with a green lid that sets the product apart while liking it to the category of natural and organic foods. Heinz is also developing a sweeter variety of tomato for future ketchup products.
However, what appeals to consumers taste buds in one country may not appeal in the those another country. “Consumer tastes are still very local” observes a Heinz executive,”[Which is the reason why] we still like our recipes to be verry locally tweaked, even in ketchup.” Chefs,scientists,designers,engineers, and marketers work together to create and taste-test new ketchups and quality center outside pittsburgh,pennsylvania. The result is untraditional new flavors keyed to spesific markets, such as the chili ketchup and sweet onion ketchup recently launched in U.K. stores. The center also host a “supermarket” where marketers can observe how consumers behave as they walk down aisles filled with products by Heinz and competing firms.
With so many food products vying for attention in advertising media and on supermarket shelves,getting consumers to notice a ketchups ad-let alone act on it-is another key challenge. Heinz communicates through numerous messages running in print and broadcast media as well as online; it also uses in-store and in-restaurant communications to reinforce brand image and loyalty.Heinz has also sponsored top this TV contest which consumers submit homade 30 second comercials featuring Heinz ketchup,which are then posted on Youtube for viewing and voting.The top prize is $57,000(a play on “Heinz 57 varieties”) and a spot on national TV for the winning comercial.
To encurage partipation and wave the brand banner,Heinz promotes these contest on its ketchup labels,on tv,in print, and online. Hundreds of consumers upload entries to the first two contests; many of these commercials, including those created by the finalist, are still available on youTube and on Heinz’s topthisTV.com website. Media coverage and word of-mouth buzz spread the contest message quickly and kept people talking about the homemade commercials even after the voting was over and the winners had been announced.
Heinz also mounted a contest to again community attention and involve U.S students in grades 1 thorough 12 to submit artwork for Heinz single-serve packets. From more than 15,000 entries, the judges chose 12 winners to have their artwork displayed on milions of heinz ketchup packets. Each winner received a $750 worth of Heinz ketchup and $750 worth of art supplies. Studentcreated artwork made the winning ketchup pakets stand out and added to the visual appeal of a product that rarely gets the spot light to itself.
Case Question
1.Using the concepts discussed In this chapter,explain how Heinz has been succesful in generating exposure and capturing attention.What other ideas would you suggest Heinz try foster exposure,attention, and perception?
2.In item of exposure,attention, and perception,what are some of pottential disadvantages of Heinz top this TV contest?
3.Do you think that heinz will gain long-term benefits from holding a contest for students that focused on the visual appeal of designing single serve ketchup packets?Explain your answer.
