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What is
PERCEPTION?
 PERCEPTION

Pe rc eptio n is the process of attaining

awareness or understanding of sensory
information.
 EXAMPLE
Our sense organs translate physical
energy from the environment into
electrical impulses processed by the
brain. For example, light, in the form of
electromagnetic radiation, causes
receptor cells in our eyes to activate and
send signals to the brain. But we do not
understand these signals as pure energy.
The process of perception allows us to
interpret them as objects, events, people,
and situations.
MARKETING OF PERCEPTION

What this means to you is, be careful

to generate an image that goes well
towards people accepting your
company as the one with whom they
want to do business.

Consumers buy from whom they want

to do business, so, be attractive and
useful to people.
Master’s Ad
FUTURE
ANALYSIS
 FUTURE ANALYSIS
A theory of perception according to
which we perceive a shape, pattern,
object, or scene by reacting first to the
individual elements that makes it up.

According to feature analysis

approaches to perception, we break
down stimuli into their component parts
& then compare those parts to
information that is stored in memory.
When we find a match we are able to
identify the stimulus
 Feature analysis approach

This technique uses facial ‘landmarks’

like the tip of the nose or the distance
between eyes to distinguish among
different people. This is also called
template matching.
 Psychologist Annie Treisman has a
different perspective .She suggests
that the perception of objects is best
understood in term of two stage
process.

• Pre-attentive stage
• Focused attention stage
 Pre-attentive stage

In pre -attentive s ta ge we focus on the

physical features of stimulus such as
its size shape, color, orientation &
direction of movement. This initial
stage takes little or no conscious
effort.
 Focused Attention Stage

In the fo cused a tte ntio n s ta ge, we

pay attention to particular features of
an object, choosing and emphasizing
tat were considered separately.
Examples
What is ILLUSION?
 ILLUSION
Illusions in visual perception occur when
experiences, which people report, do
not correspond to physical
measurements of stimuli. People are
often surprised when they become
aware of the lack of correspondence.
TYPES OF ILLUSION

•Optical illusion
•Auditory illusion
 Optical illusion

An optic al i ll usio n  is always

characterized by visually
perceived images that, at least in
common sense terms, are deceptive or
misleading
Flatron's Ad
 Auditory illusions
An auditory illusion is an illusion
of hearing, the sound equivalent of
an optical illusion: the listener
hears either sounds which are not
present in the stimulus, or
"impossible" sounds.
‘s AD
 USE OF ILLUSION IN
ADVERTISEMENT

One of the most obvious tricks

advertisers use is repetition. Pronouns
are never used to refer to a product,
no matter how many times it has been
mentioned before.