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BuKe factory >> knowledge >> 消費者註意在廣告設計中的應用

消費者註意在廣告設計中的應用

From:Buke printing factory of China | Author:China Bukeprinting factorybook0755 | Published time: 2020-08-28 | 479 Views | 🔊 Click to read aloud ❚❚ ▶ | Share:
一則廣告要想達到最佳的宣傳效果,就必須要引起消費者的有意註意或無意註意。在有意註意的情況下,外界刺激特徵並不重要,因為它主要是由人的內部因素引起的也就是說無論廣告篇幅大與小、版面位置隱蔽或醒目,都會被消費者搜索到,以滿足其購買某種商品的意向或通過廣告來判斷自己的決策是否正確。

消費者註意在廣告設計中的應用

一則廣告要想達到最佳的宣傳效果,就必須要引起消費者的有意註意或無意註意。在有意註意的情況下,外界刺激特徵並不重要,因為它主要是由人的內部因素引起的也就是說無論廣告篇幅大與小、版面位置隱蔽或醒目,都會被消費者搜索到,以滿足其購買某種商品的意向或通過廣告來判斷自己的決策是否正確。而在希望引起無意註意時,外界刺激特徵就至關重要的了。


在無意識註意狀態下吸引消費者是廣告設計的關鍵任務。根據無意識註意的刺激特徵,可以有效提高消費者對廣告的註意。例如,對於經常使用的生活用品,人們很少會等用完之後再去購買,而且在購買時會購買自己常用的品牌,一般不會突然產生要購買其他品牌的欲望。

但如果消費者在觀看電視或閱讀報紙無意中註意到某一品牌的廣告感到該品牌產品可能確實與眾不同時,就有可能產生購買的欲望。在這種情況下,廣告策劃與設計就要充分考慮無意中註意刺激特徵因素。

消費者註意在廣告設計中的應用
消費者註意在廣告設計中的應用

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