Perception of advertising
Today perception of advertising can be attributed to negative factors, becausethe consumer has long been tired of millions of brands, which are filled with sources of distribution of mass information. Advertising - this is the main aspect of consumer demand for goods. Without advertising, it is impossible to generate interest in a product or service, and also to support their promotion in the market.
How can a simple person choose from ten detergent powders, if one can find in one of the packages, for example, a ticket to Egypt, and in another - a bus trip to Uman? Wherein advertising informs, that the powder with the ticket to Uman is muchquality than a powder with a ticket to Egypt, because all the funds of the company went not to any pyramids, but to the quality of washing your trousers, which you managed to plant three spots of a different nature. And what to do in this case, the consumer who wants to wash the stains so that already for certain, and to fly to the ball in Egypt?
Of course, in everything you can find the golden mean,if in the advertising business only powders caused such a contradiction. In the world an incredible number of brands, rivals, that confused the consumer so much that he is not even happy at all with these untwisted brands. Found an old grandmother "Lotus" - that's all the golden mean of advertising perception. But still, how to remain adequately responsive to all the nuances of modern advertising and make only the right choice?
Perception of advertising is formed on trust,awareness and persuasion. In addition, after receiving information about advertising, a person should be aware of the product. Simply put, in two or three minutes of contact with the information source, the consumer must create a 100% awareness of the product, which was presented by the advertiser. Awareness of choice is the main motivation purchase of this product. The consumer in this case is guided by anything: advertising, common sense, an instant desire to acquire some kind of spontaneous purchase. Here it is necessary to take into account the features of psychology, the nature and social status of the consumer. In this way, perception of advertising depends on the specifics of the audience, on which the presented market of goods and services is calculated.
Readiness to trust the advertiser first of allis designed for the psychological activity of a person, the ability to understand what the consumer wants and how much his choice is motivated by external and internal factors. Over-saturation with advertising entails the development of a poor consumertaste, which badly affects the economic sphere as a whole. Thus, the buyer chooses not what is really qualitative, but what is cheaper, bigger and more beautiful. Then I remember the ordinary case with birthday gifts, when, instead ofthoughtful choice of a thing that is really needed for a birthday person, they say: "We need to buy a big cheap box of good chocolates." Have you ever seen a huge box of really tasty good chocolates? It is not excluded, if its price is the same "big and good".
Advertising is just as much a box of good chocolates, Only here the advertiser must worryand about quality, and about the price, and about the consumer. Perception of advertising is formed in a person not only thanks to the media. The consumer has relatives, neighbors and colleagues who, according to statistics, at least once a day automatically pronounce the name of a trademark. For example, a neighbor tried to add some new brand to sour cream, she treated your husband, and now your husband wants to eat borsch with sour cream of this brand. Simply put, the advertiser should make sure that only your brand is spoken by your neighbors, who form your perception of advertising based on their own trust in a certain brand.
Advertisers successfully practice a variety of ways attracting attention to their advertising, thanks to which the consumer is much fasteris guided in the choice. This does not mean that the choice is being made correctly, but the creativity of advertisers can only be envied. Brightness, contrast, sound and visual effects, distribution of advertising by all possible methods of marketing is a talented move of the person who has put in advertising big money. I would like to believe that the quality of the advertised product is as high as the degree of creativity of advertising.
Perception of advertising Is primarily a possibility and desireconsumer to buy a particular product, depending on the credibility of the advertisement, the quality of the proposed product, the social status of the buyer and his family budget. Be careful, trust only quality, not a bright cover.
