Google Definaton :“It is the process through which consumers are exposed to information. attend to it. comprehend it.” Comprehending this process is really important because when we interact with our customers there is often a chance of losing our messages on the way. Comprehending how consumers interpret information can help us refine our communications so that they will last before a customer eventually uses it. It is important to interact regularly and preferably in a very simple and synergetic manner with customers through all means.
Today marketing communications are becoming more and more difficult as more companies are trying to catch the attention of consumers.Consumers are exposed to an excessive amount of advertising messages on a daily basis. To cut through the clutter, you have to try to find the right time and place to connect with target customers and create very simple, impacting and creative messages for your brand. Even when people look at your advertising messages or listen to them.It doesn’t automatically mean they can actually perceive the information or process it.
The theory of selective processes offers an description of the mechanism by which people acquire, attend, recognize, and retain information. This theory consists of four stages, selective exposure, selective attention, selective comprehension, and selective retention. They view the information in their own way, and prefer to avoid messages that don’t suit their values . The first two stages in the theory of selective processes are selective viewing and selective attention. Individuals deliberately choose which messages to display and which messages to fully disregard.
“The key is, no matter what story you tell, make your buyer the hero”–Chris Brogan
Now it is difficult to read, hear or see every message in the media. That’s why people expose themselves selectively to the messages they ‘re interested in and show attention to. After all, we can still have a tv, we can turn off the sound right during the commercials? The next step is selective interpretation. People are using their past experiences, memories and perceptions to add context to a message.The final step is selective retention. This step is mainly about whether consumers will remember our brand at the point of purchase.
People remember messages that support their beliefs rather than messages that contradict them. In addition, they remember information for a longer period of time, again, when it is consistent with their already established attitudes. And in order to survive until the very last step, brands have to pay close attention to the beliefs and attitudes of their audiences. And they can offer messages that are clear and straight enough to prevent multiple interpretations and cater to their target audience too .
In order for the ad to be successful, it must physically reach the consumer, the consumer must attend to it, it must be correctly understood and stored in the memory to be remembered at the point of purchase.