Questions on Consumer Perception 1. How do advertisers use contrast to make sure
ID: 388872 • Letter: Q
Question
Questions on Consumer Perception
1. How do advertisers use contrast to make sure that their ads are noticed? Would the lack of contrast between the ad and the medium in which it appears help or hinder the effectiveness of the ad? What are the ethical considerations in employing such strategies?
2. What are the implications of figure-ground relationships for print ads and for online ads? How can the figure-ground construct help or interfere with the communication of advertising messages?
3. What are marketers sometimes "forced" to reposition their products or services? Explain your answer with a specific example.
4. Why is it more difficult for consumers to evaluate the quality of services than the quality of products?
5. Discuss the roles of extrinsic cues and intrinsic cues in the percieved quality of:
(a) wines
(b) resteraunts
(c) plasma TV's
(d) graduate education
Explanation / Answer
Solution:
(a): Strategy that diverge from their condition will probably be taken note. The least complex precedent is the difference between a figure and the ground on which it is put. The figure is typically seen plainly. The ground is generally seen as uncertain, murky, and persistent. Perceptual association is influenced by buyer desires. A reversible figure-ground example will result in various recognitions in view of shoppers' encounters. The absence of differentiation can be viable in light of the fact that people have a requirement for conclusion. Thus, individuals compose a recognition so they see a total picture. In the event that the example of upgrades to which they are uncovered is inadequate, they have a tendency to see it as total (i.e., they fill in the missing pieces). Strain is made by fragmented messages bringing about better customer maintenance. Inadequate publicizing messages "ask" for finish by buyer. The specific demonstration of consummation serves to include the purchaser all the more profoundly in the message.
The upsides of utilizing the figure-ground relationship in print and online adverts are as per the following: Eye-getting and emerges: With a figure-ground relationship picture the eye gets in a split second attracted to a specific point in the photo; normally this is the principle figure or thing. This works awesome when you are intending to center around the one offering point which could be an excellent model wearing the clothing or a cutting edge planned thing that nearly falls off the page.
(b): Strategy that stand out from their condition will probably be taken note. The least complex visual delineation comprises of a figure on a ground. In print and in online advertisements, the figure ought to seem very much characterized, strong, in the bleeding edge and as opposed to its ground with the goal that shoppers can see it plainly. In this manner, sponsors must arrangement their notices painstakingly to ensure the improvement they need noted is viewed as figure and not as ground. The melodic foundation must not overpower the jingle; the foundation of a commercial must not take away from the item. Some print promoters regularly outline their items against a white foundation to ensure that the highlights they need noted are obviously seen. Others utilize switch lettering (white letters on a dark foundation) to accomplish differentiate. Advertisers must ensure that their promotions plainly demonstrate which is figure and which is ground with a specific end goal to forestall purchaser perplexity and maintain a strategic distance from the issue of figure-ground inversion. point can result in the eye getting to be exhausted rapidly and proceeding onward to something unique. This is kept away from if the figure-ground relationship approach is executed. The drawbacks of utilizing the figure-ground relationship in promoting is as per the following: Part of the message can get lost: Sometimes an advert needs to state a great deal. This might be by pictures alone or is as a rule with went with content. Subsequently if the eye is right away attracted to one a player in the page by a champion picture then they are probably not going to take in whatever is left of the page. The part the eye misses could even be the name or logo of the item thus if this doesn't enlist it is a genuinely inconsequential errand.
(c): The picture that an item or administration has in the psyche of the buyer—that is, the manner by which it is situated—is most likely more critical to its definitive accomplishment than are its genuine qualities. Advertisers attempt to position their brands with the goal that they are seen by the purchaser to fit an unmistakable specialty in the commercial center—a specialty involved by no other item. They attempt to separate their items by focusing on characteristics they guarantee will satisfy the purchaser's needs superior to contending brands. They endeavor to make an item picture reliable with the important mental self view and needs of the focused on customer portion. The consequence of a fruitful situating technique is an unmistakable brand picture of which buyers depend in settling on item decisions.
(d): Products have a genuinely set quantifiable. They are relied upon to fill in as promoted and it's genuinely simple to check whether it isn't. Administration is harder on the grounds that there's various levels of desire in both the supplier and the purchaser. There's likewise individuals' conclusions, which are exceptionally abstract. One individual may surmise that a checkout agent that essentially expresses the aggregate is adequate, while another will see that individual as surly. On the off chance that the business aide neglects to answer inquiries regarding items when asked, for instance, at that point that is very simple to see so it's certainly feasible.
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