Advertising is the name given to the process of commercial promotion of goods and services in order to increase the sales. However, it can be done from many mediums like television, newspaper, wall paintings, billboards, magazines, internet, or by the word-of-mouth and in many other ways. Advertising is help to inform the ability of the product or services in the market and help to encourage customer to buy it at the same time. Advertisement done normally is to capture the attention of the customer. So, according to LaBergre (1995), attention capture enables higher-order cognitive functions to operate on more parsimonious and salient input. It is useful to distinguish two forms of attention capture, baseline and incremental, as in theories of visual attention in search tasks (Bundesen 1990; Folk, Remington, and Johnston 1992; Logan 1996). Baseline attention is the attention devoted to an ad element, independent of its surface size and other factors, and is at least partially caused by the visual pop-out of the element (bradruggles.com. n.d.). The higher the baseline attention, the higher is the information-mode priority of consumers for that specific ad element (bradruggles.com. n.d.). Thus, if consumers in general paid more attention to the pictorial than to the text, independent of the size of these two advertisement elements, the baseline attention of the former would be higher (bradruggles.com. n.d.). Incremental attention is the extra amount of attention that an ad element captures beyond baseline attention because of increases in its surface size. The higher the incremental attention, the higher is the surface-size elasticity of attention for', that specific ad element. Some early work based en observational data found that attention increased with the square root of surface size, which implies an elasticity of .5 (Nixon, 1924; Poffenberger, 1925). For examples of advertisement that successful capture the attentions of customer are Nikon D700 Paparazzi Billboard in Seoul, Fitness First Wait Watching, Get Them Off Your Dog (People As Fleas) in Jakarta, Interactive Sharpie E-Cast and Koleston HairCare Billboard (bradruggles.com, 2009). In Nikon case, Nikon mounted a huge interactive, light-box billboard displaying life-like images of paparazzi that appear to be jostling and competing for the best celebrity snap at a busy Seoul subway station. The celebrities in this case are the passers-by, who automatically triggered a deluge of flashing camera lights as they walked past the bill board. The accidental superstars then followed the red carpet all the way out of the station and into a mall – directly into the store where they could purchase the new D700 (bradruggles.com. n.d.).
“A mall in Jakarta, Indonesia, has taken interactivity and creepy-crawliness to a new, flat level with the creation of this massive ‘floor sticker’ in an Jakarta shopping centre. The advertisement, for Jakarta’s pet emporium JAKPETZ, promotes Frontline Flea & Tick Spray with the slogan ‘Get them off your dog.’ Viewed from the upper levels, the people walking on the ad look disgustingly flea-like which serve to help reinforce the ad message and probably lead to quite a few camera-phone pictures. For interactive sharpie e-cast, Interactive e-cast billboards have been scattered around cities, which allow people to experience the rush of creating their own graffiti. Choose some colours, write a message and Sharpie makes it possible for anyone to leave his permanent mark on the side of the bus stop or the public phone or anywhere else billboard adverting may be experienced. I’d be curious if, since it’s in a public place, the messages remain appropriate. Either way, it’s a great concept – a billboard that interacts with the customer. Koleston haircare billboard, To promote the line of Procter & Gamble’s Wella Koleston HairCare Naturals hair colourant, H & C – Leo Burnett Beirut did this creative piece of outdoor where the woman’s hair, die cut out...
Please join StudyMode to read the full document