Marketing In Harvard Style - Essay Example

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Marketing In Harvard Style

Individuals are exposed to tens of thousands of advertisements in a single day.With all these numerous advertisements being bombarded at a single buyer,marketers craftily design their campaigns in consideration to the consumer's processing of these stimuli in order to make a purchase decision. In doing so, they keep in mind what is called consumer perception or "the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world" (Kotler 2005). It is irrefutable that each individual processes stimuli differently because of personal differences. Thus, perception varies among individuals who perceive the same thing. This is due to three perceptual processes known as selective attention, selective distortion, and selective retention.Selective attention refers to the ability of the consumers to notice and to be attracted only be advertisements which appeal to them. With all massive amount of advertisement each day, customers are only captivated by those which are relevant to them. It is found out that the advertisement which catches customers' attention are those stimuli which represents their current need, those which they anticipate, and those whose deviation are large in relation to the normal size of stimuli (Kotler and Armstrong 2001). For example, an ad which features beauty products which inhibits oil production will irrefutably attract one who is searching for one. Likely, if the ad is placed in a health and beauty specialist, the customers are expected to notice. ...Show more

Summary

Individuals are exposed to tens of thousands of advertisements in a single day.With all these numerous advertisements being bombarded at a single buyer,marketers craftily design their campaigns in consideration to the consumer's processing of these stimuli in order to make a purchase decision…
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