Download Those who believe `advertising is information

Brand, Advertising and
Consumer
Perception Psychology
Marina Wardaya, S.sn
Visual Communication Design, Universitas Ciputra, 2010
Class Objective
1. Students understand how brand and
advertising can affect consumer behavior
Visual Communication Design, Universitas Ciputra, 2010
Brand Name
Name, Sign, Symbols, Design or
combination off all those things which
directed to identify goods or services
offered by companies also act as a product
differentiation.
(Kotler & Amstrong)
Visual Communication Design, Universitas Ciputra, 2010
Visual Communication Design, Universitas Ciputra, 2010
Brand Belief is based on:
• Consumer perception on benefits given by
the product.
• Consumer perception on brand reputation
Visual Communication Design, Universitas Ciputra, 2010
Advertising
A form of mass communication designed
to promote product or services.
Visual Communication Design, Universitas Ciputra, 2010
Those who believe ‘advertising is
information assume the consumer initially
buys the product based on the information
supplied advertisements.
Visual Communication Design, Universitas Ciputra, 2010
Wanted Psychological Effects from Advertisement
• Attract attention
A good advertisement can attract consumer by
visual, tagline or layout.
• Communicated a message
can deliver intended message or information
• Persuade an audience
Persuade consumer to do what is expected by
the maker of the advertisement
Visual Communication Design, Universitas Ciputra, 2010
Interpretation
A phase where consumer gives meaning to the
received stimuli.
This considered as a crucial phase when variations
happens between one consumer to the other.
Visual Communication Design, Universitas Ciputra, 2010
3 Principles that affect Interpretation
• Proximity
Consumer tends to accept incomplete information and
completed the information based on the available data.
• Sameness
Consumer tends to group stimuli or object which share
the same characteristics.
• Figure
Happens when consumer focused on one or several
stimuli. Everything else is considered background.
Visual Communication Design, Universitas Ciputra, 2010
Buying Decision on Perception
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Financial Risk
Performance Risk
Physical Risk
Psychological Risk
Social Risk
Time Risk
Opportunity Lost
Visual Communication Design, Universitas Ciputra, 2010
Perception on Marketing Strategy
• Strategy on Media
The right choice of media to deliver message to
intended audience.
• Strategy on Retail
Location, settings and selling strategy
• Strategy on packaging design
first appeal received by consumers
Visual Communication Design, Universitas Ciputra, 2010
Learning Process on Marketing
Strategy
information
Advertisement
like
Willingness to
try
Visual Communication Design, Universitas Ciputra, 2010
Extended Learning Process
Stimuli
Trial /
Consumption
Respond
Proofing
Visual Communication Design, Universitas Ciputra, 2010
Part of an Advertising Bureau
• Research
Finding the access to market and it’s characteristic.
• Media buying
Find the effective way to influence market, also responsible to
find the model.
• Creative
Consist of a creative teams, i.e., art director and copywriter.
Responsible for visual design in order to deliver the intended
message.
• Production
Turn concepts into finish product
Visual Communication Design, Universitas Ciputra, 2010
Examples
Visual Communication Design, Universitas Ciputra, 2010
Thank You
This module is created for courses in Universitas Ciputra and it is intended
to be used as a teaching material module, any reproduction is not
permitted without authorization
Visual Communication Design, Universitas Ciputra, 2010