Information processing (MC, unit 1)

3 stages of PERCEPTION (the heart of positioning) = managing various stimuli

1) Attention-getting
- pre-req. of 2 & 3
- heightened awareness is req. to raise attention levels e.g. product sampling (stimulates brand awareness, a brand experience accelerates normal development process)
- aspects of message more readily received when awareness increased
2) Organisation of stimuli
- understanding what attracted our attentions
- contour & grouping often use (placing weaker product with recognised brand) e.g. Coca Cola & Toyota Aygo sponsors T4
3) Interpretation
- influenced by background, values, society, culture

attention-getting examples:

• (Jan 07) Innocent Drinks laid real grass in the middle of shopping centres and train stations for an experiential sampling campaign by BEcause.
• (Dec 07) 'The Dark Knight' best teaser /viral marketing campaign I've ever seen: Gotham Timesbuilding army.

3 main components of ATTITUDE - expression of individual's feelings towards something (mostly formed by external factors)

1) Cognitive (what they know/perceive about x)

• inform about features/benefits
• change physical product (new/revised)
• change attribute priorities (emphasise different attributes)
• change perception of competitor products (differentiate)
• change misunderstanding & build credibility (by product demonstration & sampling)

2) Affective (how they feel about x)

• likeable campaigns (or exploit perceived risk)
• change/introduce new brand associations (celebrities and spokespeople)
• introduce new attribute (if valued by target audience)

3) Conative (how predisposed to behave in relation to x)

• sales promotions
• coupons
• try before you buy

- difficult to change attitudes, consumers often adopt consistent patterns which only change over time, don't always take in whole message