The implications that attention has for brand managers and their advertising agencies

The implications that "Attention" has for brand managers and their advertising agencies

Attention is highly selective because different people react differently to a message they are exposed to. In Advertising, grabbing the target audience’s attention is most important. A good advertisement would be able to command the attention it desires to portray the brand/service favorably towards its target audience.

Attention responses, either actual or imagined are necessary for the prospective customer to fully process an advertisement or offer. Attention is derived from exposure. It also precedes the other three responses of Learning, Emotion and Acceptance. Understanding consumer behavior is important in categorizing the various selective properties a consumer has. For example, consumers these days are more receptive and desire ‘experiential marketing’. Various experiences are implemented through communications, digital media, product presence etc…

Consumers these days are selective in the media and ads that they are exposed to and have more power to cessate any undesired ads. An example would be the advancement in technology, which allows for consumers to choose the kind of media they will be exposed to. This can be seen through the anti-spam programs availables or even cookie enabled ad placements based on past visits to websites and interests of each user.

For brand managers and their advertising agencies, understanding consumers is a top priority. They need to be able to comprehend the implications of selectivity from a consumers’ point of view. Brand managers need to ensure that ads portrayed would have minimal distractions so as to allow the target audience to capture the core essence of the message regardless of the individual consumers’ selective capabilities when being exposed to an ad.

Hence, attention is highly selective as consumers evolve with their surrounding environment. Consumers are able to adapt and differentiate ads they wish to see compared to those that have no interest to them. It is the brand managers responsibility to understand these consumers and be able to relate to them in a more personal and engaging manner.

Kind regards,

Daniel-Jacob Santhou

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