Several stages of consumer acceptance of advertising

The following is the process of acceptance of advertisements by the audience:

From the process of acceptance of advertisements by the audience, its psychological response, can be divided into the following stages: perception, reception, memory, attitude, behavior.

1. Perception is the first part of the effect of advertising for the audience, generally only let people know the existence of an advertisement, will cause the next various reactions. In this regard, online advertising has both advantages and disadvantages

Allowing the audience to pull out information has always been considered one of the greatest strengths of the Internet. It's only logical that online advertising has inherited this gene. However, the facts remind us that ads that need to be "pulled out" are very difficult to "perceive". It is unrealistic to expect people to pay attention to every advertisement on the Internet, where time is money. In this regard, advertising in traditional media is much better, even if people start to change the channel or go to the restroom as soon as they see the advertisement, that kind of compulsion is not to be ignored. The fact that it causes offense is a stimulus in itself. The reaction that follows is based on the perception of the advertisement. The "pop-up" advertisement is a copy of the traditional mandatory advertisement in online advertising. But it has the disadvantage of not being agile enough that most people can shoot the window as soon as it pops up. Of course, there are some windows that are too dead to close, but that instead creates a kind of reverse psychology in the audience, and it's not even close to being effective.

The biggest advantage of online advertising is that it is pleasing to the eye, and can be in the form of text, pictures, colors, animation, etc. It can also be in the form of movies and three-dimensional space displays, which show the product's appearance, performance, use, usage, price, purchase method and other information at a glance in front of the user. Network advertising production set sound, like, animation in one, the audience can be like radio, television, as well as auditory and visual stimulation, but also to get the feeling of reading newspapers, magazines and other print ads. Such as now commonly used online FLSH animation, is a very effective approach.

2. Reception is the process by which advertisements flow to people, and it is the process by which people understand the contents of advertisements and products. The perception and reception of traditional print ads are the same. Whereas in online advertising, reception often requires additional actions. For example, clicking on a link. Sometimes, this process also requires multiple steps. Although advertisers try to "lure the enemy in", but the audience's patience may not be so long-lasting. It is too logical and ignores the fact that people's psychology is often not determined by logic. However, this way the target audience can according to their own needs to actively search for information, selective viewing of network advertising, and can use the network and the publisher of the advertisements for direct communication, the advertisers can also be based on the realization of customer customization and other functions, which improves the attractiveness of the network advertisement, but also to obtain a better advertising effect.

3. We know that the memory of advertising information is indispensable for consumers to think about consumption and make purchasing decisions. Because, in most cases, the consumer accepts the information conveyed by the advertisement, even if the advertisement produces a good impression, generally will not immediately go to buy, if the advertisement composition element is difficult to make it memorized, the consumer on this advertisement will soon forget, then, this advertisement stimulation function can not be given full play to, the advertising effect is bound to be unsatisfactory. Therefore, in the creation of advertisements, it is necessary and essential to consciously use the psychological law of memory to enhance the memory effect of advertisements. The audience's memory of traditional advertisements is deepened by its "repetitiveness". The repeated stimulation of network advertising is much worse. The network is a flood of information, a BANNER put on a week, it is enough to let people ignore. The "memory", but is to establish the "brand" is an important factor. From this point of view, the network advertising for the establishment of the brand, can play a role is limited.

4. Attitude, can be divided into two aspects, on the one hand, the audience's attitude towards the advertisement, on the other hand, by the attitude towards the product. It is worth noting that between these two attitudes, there is not necessarily a "positive correlation" relationship. Liking an advertisement does not necessarily mean liking the product, and vice versa. This is because the attitude towards the advertisement is a kind of aesthetics. Attitude towards the product is utilitarian. Attitude change is the basis of consumer purchasing behavior, generally the audience's attitude toward the advertising appeal point to the direction of change in favor of the purchase of the final purchase behavior. The audience's attitude toward the advertisement is a fait accompli, in a relatively static state, while the change of attitude is a dynamic process. Therefore, advertising to change the audience's attitude can not be limited to the audience's cognition of advertising, emotion, and behavior of the three components, and advertising should be treated as a communication process with the audience, from the source of advertising communication, communication of the nature of the communication and communication of the goal to start, to achieve the change of the audience's attitude. From the attitudinal level, the most important thing about online advertising is to arouse more interest, which is what online advertising is good at. This can be derived from its form and characteristics.

5. Eliciting action is the ultimate goal of advertising. However, the purchase behavior caused by online advertising is not very large, many Internet users are skeptical about the accuracy of the ads they see online, "action" and the previous several states, there is no necessary connection. Whether or not people take a purchase does not depend entirely on whether or not they remember a product, or on their feelings about the advertisement or the product. In fact, when people buy in the real world, "context" often plays a greater role than advertising. For example, the curiosity and herd mentality caused by the rush to buy, the competitive mentality caused by the scarcity of goods, and the sense of satisfaction caused by discounts and special offers. One of the benefits of online advertising is that it can introduce the buying behavior directly into the process of receiving advertisements. At this point, creating a "context" becomes an important task. The role of "context" is to make up for the shortcomings of online advertising in leading to "memory" and "attitude". So that before people have time to remember a brand, or to think about their attitudes, they realize that the product is already there. If people do have a need for it, then the purchase becomes logical.