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product category often
motivate more attention than ads that are more typical for the product
category.5 ILLUSTRATION 8-5 This print ad will likely generate
considerable attention because of its original approach.
One concern of marketers is that once a promotion becomes familiar
to consumers, it will lose
its ability to attract attention. Adaptation level theory suggests that if a
stimulus doesn't change,
over time we adapt or habituate to it and begin to notice it less. Thus,
an ad that we initially
notice when it's new may lose its ability to capture our attention as we
become familiar with it.
This familiarity effect is not uncommon. However, one study finds
that by being original (that is,
unexpected, surprising, unique), an advertisement can continue to
attract attention even after
consumers are familiar with it.55 Illustration 8-5 shows a print ad that
is unique and original,
when compared with the typical ad for this product.
Interestingness What one is interested in is generally an individual
characteristic.
Snowboarders would be likely to attend to ads or shop in stores
related to that activity, whereas
nonboarders would not. However, there are characteristics of the
message, store, and in-store
display themselves that cause them to be of interest to a large
percentage of the population. For
example, in-store displays that use ―tie-ins‖ to sporting events and
movies appear to generate
considerably more interest, attention, and sales than simple brand
signs.56
In advertising, factors that increase curiosity, such as a plot, the
possibility of a surprise
ending, and uncertainty as to the point of the message until the end,
can increase interest and the
attention paid to the ad. In fact, while many DVR users skip
commercials, one study found that