Kinds of Perception

Stimulus A stimulus is physical information we receive through our senses. Advertising stimuli can appear in a variety of forms: a window display at a local department store, the brightly colored labels on cans of Campbell’s tomato soup, or even the red price tag on a...

The Consumer Perception Process

The Consumer Perception Process Perception is everything. It guides all our activities from the people we associate with to the products we buy. How a consumer perceives each of the different brands in a category determines which ones he or she uses. The perception...

How to Compensate Adv Agency

  There are three basic methods by which clients compensate agencies for services rendered: (1) receiving commissions from media, (2) being compensated based on a fee system, and (3) earning compensation based on outcomes. Commissions from media for advertisements...