Consumer Behavior Week three

Please see the attached question. This only needs to be about a
paragraph no more than 2 paragraphs per topic. This is not a paper, this is a
discussion questions. The only thing that needs to be in APA format is
the citations. Please read carefully and fully to ensure that the
questions is being answered fully. If the question is answered wrong, if
this is more than 2 paragraphs, if this is late I will withdraw.

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TOPIC 1: The process of Perception is (1)Sensing (Exposure), (2)Selecting (Attention) and
(3)Interpretation. The first stage often has to do with where a marketing communication is
placed (ex. an end-aisle display where you have to maneuver your cart around it or a billboard
where you have to drive/ride past it). Therefore, the placement and position of a marketing
communication is important in perception to be sure the consumer has an opportunity to be
exposed. The second stage is difficult for marketers as we have to attract the attention and then
maintain/hold it so that the marketing communication will be paid attention to. You have
probably heard the old saying in advertising “sex sells”, and it’s got this idea at the root. It’s easy
to flash sexy figures in advertising (to turn a consumers head) but will the consumer stick around
to actually see and understand the message? The last stage is almost totally up to the consumer,
did they “get it”? Put another way, did the consumer understand the message and did they store
(in Long Term Memory) a piece of the message (hopefully the brand’s position and brand
name). Can they recall the message when it comes to a consuming situation that would call for
purchase/use of the product/brand?
Based on the Perception Process choose one specific brand that you believe has done the above
creatively, thoughtfully, effectively AND successfully. Outline this brands efforts in detail,
using Perception terms and concepts from the readings (and research) to support why it is an
effective brand in terms of Perception. Embed one example overall (still ad) to represent the
brand’s perceptual efforts. Outline each stage description in the following manner:
a) Sensing/Exposure
b) Selecting/Attention
c) Interpretation
TOPIC 2: One of the most controversial areas of Perception is Subliminal Advertising. Part of
the controversy is the debate as to whether it is effective or not. Conduct some outside research
and give your opinion as to whether Subliminal Embeds work in advertising or they do
not. Outside research is needed for this response, so citations are crucial here.
TOPIC 3: Attitude is an easy area to develop but difficult to change. Once an attitude has been
formed (about a brand) it is costly to change. Identify one brand that has suffered a set-back or
controversy. Answer in detail the following questions with regard to attitude:
a) Was the brand’s attitude (before the negative event) mostly based on one component
(Cognitive, Affective or Conative?) Explain. What about now, after the negative event, is the
new attitudes being formed based on the same component or another one altogether? Explain.
b) How is the company combating the negative attitudes that have been formed from the
negative event?

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