Whenever individuals come into contact with any type of stimulus in the environment, it results in a change in their actions and attitudes. This particularly holds true in the case of marketing stimuli. Perceptions about product quality are largely based on our own understanding and opinion about what value a particular brand can deliver. For instance, watching a television commercial of a new smartphone is not sufficient to convince a person to go out and purchase it. Equally important is for brands to select the most appropriate medium (television, radio, print, billboards or digital) in order to ensure that marketing communication messages are able to grab the consumer’s attention (You 4797).
In the case of the smartphone commercial, it is important that the medium that is the most engaging for smartphone users is chosen to broadcast the message so that it registers in people’s minds and does not get lost in the clutter of information that we are exposed to on a daily basis. Only when a message is unique and different is it able to interest the consumers enough for them to process the information and make a purchase decision (You 4800).
Marketers must also take into account the lifestyles of the majority of the smartphone users today (You 4800). Most people are multitasking as they watch television, flip through a magazine or browse websites on their phones (You 4798). It is rare for any branded message to receive undivided attention from its prospective audience. In my opinion, instead of a conventional television commercial or print ad, what might what might end up registering most in the minds of people would be a digitally driven, out of home advertising campaign with visuals and videos of the product. By using this strategy, brands and marketers have a greater chance of getting their message through to people by overcoming the problems of selective exposure, attention, perception and retention (You 4803). It is only when brand messages are able to generate interest in people that there is a greater likelihood for people to get motivated enough to buy the brand.
You, Ching Sing. "Consumer Behavior and Perception of Marketing Strategy." African Journal of Business Management (2012): 4795-7803. Print.