MARK 305 Lecture Notes - Lecture 2: Trade Dress, Sensory Overload, Neon Sign
27 Jan 2017
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Document Summary
Sensation: immediate response of our sensory receptors. Perception: process by which sensations are selected, organized, interpreted. Only a small amount of stimuli in our environment are noticed. 3 stages make up process of perception. External stimuli are also called sensory inputs. Can be billboards, softness of sweater, a jingle. Can generate internal sensory experiences from stimuli. Sensory marketing: companies pay extra attention to the impact of sensation on our product experiences. Visual elements in ads, store design, packaging. Meaning are communicated on visual channel through product"s coloring, size, styling, brightness, etc. Red uniforms in olympics more likely to make atheletes win. Colors are rich in symbolic value and cultural meaning. Older people like white because their vision yellows and dulls. Color choice can exert a big influence on consumer assumptions about what is inside the package. Cheese company didn"t sell with red packaging, but sold with white packaging. Changed name from bianco to white castello and there were more sales.
