Why Advertisers Use Principles of Visual Search and Attention - Essay Example

? Advertisers use principles of visual search and attention to increase the likelihood that people will notice their message. Use relevant theories and appropriate empirical evidence to discuss this statement. Student Name Student ID Lecturer Submission Date University Within the world of advertising, there are a number of ways and means through which the advertising message is delivered to the relevant target audiences. What this means is the fact that the right people should be conveyed the right message at the right time and in the right capacity. This will impact the people in a very strong and effective way, as well as make them realize about the needs and wants that they might have forgotten about or not paid enough heed to in the past. The advertisers use a number of methods and techniques in order to make sure that their message is propagated in the exact manner as they want it to be delivered. Processing this message is one thing and getting it delivered in a similar manner is an entirely different proposition. What this paper studies is the basis of the advertisers using principles related with visual search and attention in order to enhance the likelihood that people will pay attention and notice the message that has been intended for them (Fulton 1996). Different theories and evidence studies have been drafted so that a proper understanding of the subject at hand is reached upon and that there are no shortcomings within the comprehension of this study in essence. This paper will specifically deal with issues that advertisers face from time to time and the manner under which they tackle the problems related with visual search and attention are highlighted in essence. Without advertising, marketers can only think of their product lying on the retail outlets waiting for angels to come and satisfy themselves (Kotler 2005). People need to be told the plus points of their brands (by the company) so that they actually go out and make the eventual purchase which in all fairness, not an easy job for the company, say that is producing a shoe polish which does not stick on to the shoes as much as do the other competitor shoe polishes already available in the market (Agres 1990). If the customers do not know or are not given the liberty to comprehend the different features of the brand which is being advertised by the company, they would not make that valued effort on their part and hence the company will be the one to suffer in the end and no one else. One must consider that advertising is the art and indeed the science of reaching to the right sets of eyes in order to sell the product that is under discussion. Since advertisers have a clear cut task at hand, it is their duty to make sure that they draft their message in such a way that the audiences find it easy to understand and thus carry it forward to their circles of influence (O’Shaughnessy 2003). However the latter part seems to be somewhat of a complicated one because it involves quite a few areas which will not be discussed at length within this paper. What shall be the point of discussion here is the fact that advertisers use gaze motion to make sure that their audiences view the advertisements in the exact manner that they would like them to see (Cameron 1994). If there is a headline within the advertisement that needs to be viewed first by the audience, the advertisers do everything to make sure that the viewers see the headline initially and then move forward with the rest of the content in the advertisement (Levine 2003). This also signifies the basis of understanding that the elements of advertisement drafting are important and should be tackled in such a way that there is no catch within the relevant equations and that there is complete harmony within the related ranks as far as comprehending the real meaning of attracting audiences is concerned. Attention towards advertisements is indeed the key to achieve immense recall and value for the message that is being delivered by the advertisers all over the world. What this implies is the fact that advertising has become such a norm these days that it is always difficult to break the clutter and get one’s message through to the relevant markets. However what best can be done is to draft the message in such a way that there are minimum loopholes and shortcomings within the campaigns and that the message is coherent and in line with the needs and wishes of the target audiences. This will work well with what they want to see and how their needs, wants and desires would be satisfied in the very best manner that there possibly is (Clifton 2000). The likelihood that the people will view and notice the message that is being sent through the advertising channels and vehicles is all the more significant because it decides the eventual basis of success or the lack thereof of a particular advertisement, which in turn finds out how good a campaign has turned out to be, and what kind of recall and recognition it has been able to muster within the relevant market segments. This tells the advertiser the exact specifics as to how the company should tailor its message and what links it must touch upon to achieve greater supremacy than it thought of when it was thinking of having proper advertising for the brand in question. Attention towards the advertisement does bring in a great deal of impressions by the people who matter the most. Message is the most important thing when one has decided to hit the relevant target domains and how they will be able to make the best use of the same through their effective call to action. It has been seen through evidence provided by proper research and studies on advertising and marketing related content that the real aspect of advertising comes when a customer sees the product and/or its advertising on a billboard, neon and/or pole sign or in a press advertisement and stops for a moment glaring at it. After his attention has been drawn to the advertising done for the brand, he reads through the contents that are on display for him. The moment of truth for the advertiser and the consumer is when the latter actually thinks of buying this very product in order to satisfy his needs, wants and desires (Campos 1994). This, by all accounts and measures is a difficult proposition to undertake. When the stopping power has played its part at gaining the attention of the potential customer, the different aspects and features of the advertising and the brand itself come under close scrutiny. These aspects are studied upon in detail by the customer as he tries to understand and come to terms with the similar offerings presented by the rival competitors. He is in a constant comprehension of different facets presented by the brand and the advertising which is there for his understanding is in essence making or breaking the sale so to speak (Amber 2000). After stopping power has been achieved, the next step is of persuading the customer through the different offerings which are presented by the brand/service. Consumers connect with what is there on the electronic and/or print media for them in the form of a message that says a lot about their preferred brand and lists down the details as to how it could benefit the same person if he or she uses it (Kennedy 1994). This is all the art of selling and it comes under the heading of marketing and for marketing to happen in the first place, advertising is of fundamental importance. References Agres, Stuart J. (1990). Emotion in Advertising: Theoretical and Practical Explorations. Quorum Books Amber, T. (2000). Marketing and the bottom-line: The new metrics of corporate wealth. Pearson Educational Limited, London, Great Britain. Cameron, Glen T. (1994). Does Publicity outperform Advertising? Journal of Public Relations Research, Vol. 6 Campos, Veronica. (1994). Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising. Journal of Advertising Research, Vol. 34 Clifton, R. (2000). Brands and their importance in growing a business. Interbrand, Eds. Hart, S. and Murphy, J, Interbrand/Macmillan Press Ltd, USA Fulton, Richard L. (1996). Marketing to the Mind: Right Brain Strategies for Advertising and Marketing. Quorum Books Kennedy, Peter W. (1994). Word of Mouth Communication and Price as a Signal of Quality. Economic Record, Vol. 70 Kotler P. (2005). Marketing Management (12th Edition) (Marketing Management). Prentice Hall; 12th Edition Levine, Robert. (2003). The Power of Persuasion: How We're Bought and Sold. Wiley O’Shaughnessy, John. (2003). Persuasion in Advertising. Routledge Read More