Perception and Attitude
Introduction
Perception and Attitude do influence the market performance of a product. Favorable perception and good consumer attitudes towards a product enable that particular product to perform well in the market as shown by the analysis below.
Coca-Cola
Coca-Cola is a soft drink beverage company, which has successfully dominated the soft drinks industry for years. Its dominance in the market is pillared on two main elements: smart marketing and quality products. Smart marketing entails the use of effective advertising to improve the volume of sales (Pendergrast, 2013).
Smart advertisement involves exploiting the dynamics of human psychology and perception (Aaker & Biel, 2013).
Perception is a process, which involves three processes, which are discussed below as they apply to the advertisement and marketing campaign of Coca-Cola Company.
Exposure
One of the processes of perception is sensing which brings about exposure (Aaker & Biel, 2013). Coca-Cola has used a shrewd advertisement strategy, which entails placing huge billboards on top of multistoried buildings and shopping malls. Also, its billboards have been placed at the intersection of roads, where road users are immediately alerted to their presence due to their large sizes, appropriate use of color schemes and ingenious advert messages. By shrewd placement of the advert at the most noticeable places as well as positioning adverts at strategic locations, Coca-Cola has been able to notify the general public about its products thereby exposing their products to a wide audience.
Attention
Use of proper color schemes in adverts along with formatting the advert message according to the target market has enabled the adverts displayed by Coca-Cola to capture the attention of potential consumers (Pendergrast, 2013). In the process of perception, selecting enables one to choose to focus on a particular advert that has been picked from an array of adverts, and in the process, attention is focused on the product (Aaker & Biel, 2013).
One of the most effective ways that Coca-Cola has used to ensure that its adverts gains the attention of the target consumers is to use aesthetically attractive adverts. The aesthetics used do conform and also appeals to the culture of the target market. For example, in Africa, some Coca-Cola adverts feature an African athlete, donning bright traditional regalia, drinking a Coke soft drink, and the message of the advert is beautifully written according to the semantic rules of the local community. Such adverts do capture the attention of the market, and since they are associated with what the community perceives to be good health, they (the potential consumers) are more likely to become much interested in the product being advertised. For those not swayed by the beautiful aesthetics, the message conveyed by the advert is likely to gain their full attention.
Interpretation
Well-crafted adverts endear themselves to being favorably interpreted by the target audience (Aaker & Biel, 2013). Coca-Cola adverts usually feature clichés popular among the target audience thus enabling its audience to not only associate the cliché with the product but …
