Explain each of the following related concepts: perceptual encoding, feature analysis, and active synthesis. Using a packaged good of your choice (i.e., a product found in a supermarket, drug store, or mass-merchandise outlet), explain how package designers for your brand have used concepts of feature analysis in designing packages.
Answer to relevant QuestionsOnline advertisements must draw attention away from consumers’ primary goals for using the Internet, namely, entertainment and informational pursuits. Expose yourself to some current online ads and then identify and ...Most marketing communications environments are cluttered. Explain what this means and provide several examples. Do not restrict your examples just to advertisements. Construct a picture to represent your understanding of how the encoding variability hypothesis applies to an advertising context. Use an actual brand for illustration purposes. Describe circumstances when each of the five advertising functions described in the chapter might be more important than the others. The Marcom Insight described the famous Macintosh Computer advertisement and characterized it as perhaps the single greatest commercial in advertising history. Without using any of the examples presented in this chapter, ...
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