The whole advertising world is now based on the selective perceptions.
Why more now than ever before? Because nowadays there is an an enormous amount of advertising around targeted to consumers, that it cannot all be perceived and retained. So consumes are utilizing their processes of selective attention, selective perception, and selective retention.
While we selectively choose the ad to perceive, we don't respond to the ads the same way; even assuming that they all are the same quality, we still react to them differently. The idea is that you as a consumer select the stimulus you respond to.
Want to test?
Do you remember any ad that you and you friends have different opinion about?
What about this one? Ask a person from a different age category. Does he/she understand the ad the same way you do?
(Felton George,1994 "Advertising Concept and Copy")
Give
yourself 2 points, if you figured out the differences.
So, sad part for the advertisers - we as consumers don't remember all of the ads. Imagine how easy the world would have been for advertisers if consumers were able to watch every ad and understand that the way the advertiser wants them to and remember it. Oh yes, and act and respond accordingly to the ad.
Fortunately - we live in the Selective World !
