Marketing Communications

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Marketing Communications

57

Consumer Behaviour And Marketing Communication

CHARACTERISTICS OF SELECTIVE PERCEPTION

1. CLOSURE: this is the tendency of reporting an incomplete figure as complete.


2. SIMILARITY: objects or products that appear to an individual to be similar are perceived
   to belong together.


3. PROXIMITY: things located near each other tend to be perceived as belonging together.


4. CONTEXT: the setting of an object or product often determines how it will be perceived.

Advertisers try to get their messages on a programme that is in context with the products. For instance,
a producer of exercise books may run their advertisement in a programme that focuses on education
or intellectual development.

Other influencing factors on perception are:

•    Large size, this can pull more attention than small size such as a full-page advertisement

in a magazine can attract more attention than a quarter page.

•    Loud sounds, bright colours and movement attract attention especially when their

background is in contrast.

•    Moving signs are perceived more easily than motionless signs – as can be noticed on a Neon

Sign compared with a billboard.