Task 2: Exposure, attention, and perception. a Marketers constantly search for ways to break through the clutter and grab people's attention. Consider the two ads in Appendix 1: 0 Ad 1: Campaign against Landmines: Ketchup Sachet 0 Ad 2: Invisible Motorbikes Note: In your submission, you can simply refer to the ads by their names (i.e., Ketchup Sachet ad, Invisible Motorbikes ad, etc.). No need to include the actual ads in your submission. For each of the two advertisements, identify two ad characteristics that help attract viewers' attention. Be sure to base your answer on the theoretical concepts discussed in class. (15%) 2_b. Based on your answer to 2a, identify any potential problems that marketers may face by choosing to rely on these characteristics to convey their message. (10%) Appendix 1, Task 2 Ad 1: Campaign against Landmines: Ketchup Sachet Description: In 2006, active landmines were still a threat in 89 countries. That means civilians worldwide faced harm from an invisible threat even after conflict ended and combat passed. With landmines present, walking to work could be dangerous. Taking a stroll could turn deadly. The Campaign Against Landmines (CALM), New Zealand worked with Publicis Mojo to bring attention to this atrocity and raise funds to remove mines. To demonstrate the horrific everyday nature of living in a landmine affected country, over 50,000 ketchup sachets were produced by Campaign Against Landmines and distributed in fast food outlets, restaurants, bars, pubs and also with politician's meals in embassies and political summit meetings. IN 89 COUNTRIES WALKING ON A MINE IS STILL ROUTINE TO MAKE A $3 DONATION TEXT : ..... CALM to 336 CAMPAIGN AGAINST LANDMINES WWW.CALM.ORG.NEAppendix 1, Task 2 Ad 2: Invisible Motorbikes . Stare at the black spot for 30 seconds and see what happens. Motorbikes are hard to see, especially at intersections. Always look for motorbikes. MAC mac.sa.gov.au/blackspots