Assignment: How Products Are Perceived
Like computers, people undergo stages of information processing in which stimuli are input and stored. Unlike computers, though, people do not passively process whatever information happens to be present. In the first place, people notice only a small number of the stimuli in the environment, simply because there are so many different ones out there vying for attention. Of those noticed, people address an even smaller number and might not process the stimuli that do enter consciousness objectively. Each individual interprets the meaning of a stimulus in a manner consistent with their own unique biases, needs, and experiences. These three stages of exposure, attention, and interpretation make up the process of perception.
Checklist:
Select one of your favorite products (A good or service). Review online promotions for the product (View the company website, and do online searches)
From your review of unit readings and research of online promotions for your chosen product, answer the following:
Product
Write a brief description of your product. Include link to company online site.
Personal Stages of Perception
Describe personal stages of perception.
Explain three personal stages of perception for your product.
Semiotic Components
Define semiotic components of a marketing message.
List and describe three semiotic components used in promoting the product as stimuli to drive your sensory receptors to create an impression towards the product.
Stages of Information Process
Describe stages of information processing.
Using three different stages of information processing from promotion of your product in describing how they attempt to commit the product to memory.
Stimuli for Sensory Receptors
Define stimuli for sensory receptors and why marketers use them in advertisements.
Describe three factors used in promoting your product to drive stimuli for receptors to create a favorable impression for product adoption.
Positioning Strategy for Influencing Interpretation
Define positioning strategy for influencing the interpretation of advertising messages.
Describe three positioning strategy dimensions, in promotions used by the marketer for your product, to influence your interpretation of message meaning.
You are to write a minimum 750-word, double-spaced, 12-point font document in APA format. Include a separate title page and reference page. Submit your document to the Unit 2 Assignment Dropbox.
