Sensory Adaptation affects Advertising Effectiveness. So for marketers, the question arises, How Sensory Adaptation can be avoided?
How does Sensory Adaptation affect Advertising Effectiveness?
Sensory adaptation can be described as a problem that develops disinterest in the mind of the consumer against any particular advertisement.
Therefore, consumer avoids watching that advertisement because it stops them to give sensory.
It is a phenomenon that occurs when consumers get exposed to one ad for a long period that the ad no longer provides sensory input to be noted.
Therefore, it causes a head-ace to marketers in developing new ads and campaigns, because if they don’t then consumers will get too adapted to the current ads and campaigns that they will no longer see them.
How marketers can overcome the problem of Sensory Adaptation
some of the ways marketers apply to overcome the problem and increase sensory inputs are:
(1) experiential marketing, that is, providing consumers the chance to try the product.
(2) sophisticated inserts and pop-ups, for instance, a small sample of perfume or shampoo inside a magazine.
(3) ambush advertising, that is, placing ads in places where consumers can not avoid them.
How Sensory Adaptation can be avoided?
Sensory adaptation is a phenomenon that occurs when consumers get exposed to one ad for a long period that ad no longer provide sensory input to be noted.
The key to snapping consumers out of this dull haze is to offer something novel that they haven’t experienced before.
The logic behind that being that when someone encounters something new, particularly when they aren’t expecting it, that object is immediately brought to the forefront of their attention and is also likely to be solidified in their memory.
Some of the ways marketers apply to overcome sensory adaptation and increase sensory inputs can be noted below:-
(1) Experiential Marketing
Experiential marketing is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.
Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.
Consumer Engagement is when a brand and a consumer connect. In other words, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. Consumers will continue to seek and demand one-on-one, shareable interaction with a brand
It has been noted that in shops like Crossword, where customers get to browse and read in the store, there is a lot of impulse purchasing. (Photo: Abhijit Bhatlekar/Mint)
This experience of going through what these other magazines had in store to offer made me subscribe to three more magazines, which was initially not planned.
(2) Ambush Advertising
This is a marketing strategy in which an advertiser “ambushes” an event to compete for exposure against competing advertisers.
Most forms of ambush marketing capitalize on the prominence of a major event through marketing campaigns that associate an advertiser with it, but without actually having paid sponsorship fees to the event’s organizer to identify themselves as an “official” partner or sponsor.
An advertiser may engage in ambush marketing in “indirect” means—where the advertiser alludes to the imagery and themes of an event without any references to specific trademarks, or in “direct” and “predatory” means—where the advertiser makes statements in their marketing that mislead consumers into believing they are officially associated with the event (including the fraudulent use of official names and trademarks), or performs marketing activities in and around a venue to dilute the presence of “official” sponsors.
Ambush marketing is most common in sports. For instance, around the 2012 Olympics season, numerous brands launched their campaigns around the theme.