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
www.thecreativestrategist.com.au
au.linkedin.com/in/djsanthou/en
Twitter: @djsanthou
Facebook: www.facebook.com/thecreativestrategist
Instagram: @thecreativestrategist
Melbourne, Australia
Daniel-Jacob Santhou
www.thecreativestrategist.com.au
au.linkedin.com/in/djsanthou/en
Twitter: @djsanthou
Facebook: www.facebook.com/thecreativestrategist
Instagram: @thecreativestrategist
Melbourne, Australia
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