Sensory adaptation is a problem that concerns many advertisers, which is why they try to change their advertising campaigns regularly. They are concerned that consumers will get so used to their current print ads and TV commercials that they will no longer “see” them; that is, the ads will no longer provide sufficient sensory input to be noted.
In an effort to cut through the advertising clutter and ensure that consumers note their ads, some marketers try to increase sensory input. For example, Apple Computer once bought all the advertising space in an issue of Newsweek magazine to ensure that readers would note its ads. From time to time, various advertisers have taken all of the bus cards on certain bus routes to advertise their products, ensuring that wherever a rider sits, he or she will be exposed to that ad. Other advertisers try to attract attention by decreasing sensory input. For example, some print ads include a lot of empty space in order to accentuate the brand name or product illustration, and some TV ads use silence, the absence of audio sound, to generate attention.
Some marketers seek unusual or technological media in which to place their advertisements in an effort to gain attention. Examples of such media include disks placed in bathroom sinks that play commercials when activated by running water, ads embedded in the floors of supermarkets, and small monitors that display weather and news, as well as advertising, placed on elevators. Researchers have reported that the use of ambient scent in a retail environment enhances the shopping experience for many consumers and makes the time they spend examining merchandise, waiting in line, and waiting for help seem shorter than it actually is. Some marketers have invested in the development of specially engineered scents to enhance their products and entice consumers to buy. Marketers try to form stronger bonds with young, design-oriented consumers and brands, using the store image itself to give “dimension” to their brands, and present them as “cool.” For example, in one store selling sports footwear, the shoes are integrated into a huge sound system in the shape of a wall; in another store selling advertised high definition TVs, the screens show art inside the store. Read the articles in order below for complete information on this topic.
Articles Related to Above Topic. Read in Order.
Definition of Perception. Relevance to Marketers and Advertisers
Element of Perception: Sensation: Response to Stimuli
Absolute Threshold of Sensation: Adaption to Advertising: Getting Used To Something
Sensory Adaption: Changing Advertising Campaigns To Reduce
Weber's Law: Just Noticeable Difference: Differential Threshold
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