Perception in advertising
After working in the sales market for three years you begin to recognize certain things about your customers. You realize that your mood can affect their buying habits and how the attitudes can affect how you approach a prospective sale. If a person comes in showing that they have no idea about your market, you have to take the time to basically introduce them to your product. You tell them the advantages and disadvantages that your product offers. If they come in having knowledge of your product, you ask them to tell you what they already know and then correct them if there is anything they have been misinformed about. You have to make sure that what you offer for information is something they need and then move on with the sale. Over the past few months somthing new has presented itself that at first seemed rather surprising. When our company got bought out we were given new red shirts as part of our uniform. Our old company had provided white shirts. No big deal? Our company has told us that we can wear whatever we want to work as long as it is presentable. What I have noticed is the days I wear my red shirt to work, sales seem easier to make! As I have not ha
In this experiment a type of ad was used to help determine what role color plays. As I stated earlier, the influence of color on customers seems very apparent, if the color they see does not evoke certain feelings, then the sale of the product lies directly on the salespersons shoulders. For example in an advertisement that has a lot of information to be processed, that the best type of advertisement would be in black and white. Barnes and Lee (1990) used a variety of magazines to look at the color preferences of males and females as well as white people and black people. This time the bulleted information was changed. They need to be specified to preferences if they hope to expand their marketing potential. On the tests where less cognitive energy was spent the average number of items recalled was 5. Meyers-Levy + Peracchio (1995) felt that when someone pays close attention to the ad and its claims, ads in black and white or ads that are color highlighted with factual information would be favored, and in ads where looks was the major concern of a consumer that ads with full color or ads highlighted with image related information would be more favored. "Color ads are likely to undermine even highly motivated consumers' product attitudes by limiting ad claim processing and substantiation (Bohle +Garcia1986; Brandt 1925; Dooley + Harkins 1970). Some studies have shown that the impact that color plays in an advertisement depends on two key factors. This interaction showed that when information was in black and white and grouped together that the attitude towards the product was more favorable (F (1,42)=4. In the ad for the bicycle and the ad for the clothing, when it was highly resource demanding, ads in black and white or color highlighted were still favored. They also found that the product line advertised in these magazines is quite varied.
Common topics in this essay:
Meyers-Levy Peracchio,
Smithsonian Color,
Barnes Lee,
Perception Summer,
Lee People,
Woman's Day,
Fryburger Rotzoll,
Color Research,
Masten/Image Net,
black white,
color preferences,
Color Pipeline,
ads color,
ad color,
+ peracchio,
black white ads,
peracchio 1995,
barnes lee,
white ads,
color highlighted,
white people,
meyers-levy + peracchio,
claim ad color,
peracchio 1995 experiments,
1995 experiments determine,
|
Acceptance Essays
