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What cognitive factors contribute to
making an effective advertising
campaign?




By Nikita May (2012)

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Contents


1) Executive summary & Main report : Attention


2) Main report: Perception

3) Main report: Perception and colours

4) Main report: colours (cont)

5) Main report: Memory

6) summary and recommendations
1)

7) References











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Executive Summary
This report shall look at how by using some

Psychological tactics within advertisements. This shall focus on three of the main commonly

used concepts of Memory, Perception and Attention. Explaining these concepts and

providing evidence on how the can be applied to advertisement campaigns.

Although Perception, Memory and…

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each consumers name to call out to them but we can use familiar sounds words or pictures

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. This will then react a response from our memories , sensations and our thought

processes ,which in turn will grab the attention of the consumer. The attention will then be

open…

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black and white picture can be perceived as either a vase or two silhouettes of a face.



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To understand visual perception one of the most influential psychological theory is that of

David Marr (1982) which consists of three stages :

1) Primal sketch
which is basically twodimensional edges and…

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Yellow is the first colour of which the human eye processes and is often
used to grab attention.

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Green is a relaxing colour and is quite commonly used in natural
products and environmentally friendly products.




Blue has been proven to be popular with adults and is often used in…

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By using first familiarity to grab attention and then the use the correct stimuli making it bright

taking away the time for the eyes to adjust to the advertisement , using the correct colour to

get the correct response in perception can have an effect on the memory .

4…

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5



It is the rehearsal that is of quite importance as with in advertisements the introduction of

such things as repetitive song or phrase can help the rehearsal process for example:

Just two of the examples of simplistic but very effective slogan phrases used in successful

advertisement campaigns.







Summary and…

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Marr. Also using the information of how using the right colours in both the design of

packaging and company logos will boost sales. Colour and shading can also have the

desired affect in use of television advertisements. By understanding how memory works we

can manipulate the shortterm storage. This can…

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a=X&ei=9K0GUNHpLcK7hAf9uvDZBw&ved=0CEAQ6AEwAQ#v=onepage&q=condry%20198
9%20attention&f=false
retrieved 8/7/12

6. http://www.scool.co.uk/alevel/psychology/attention/reviseit/dividedattention retrieved 9/7/12

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