The processing of information begins

The touch of information begins when energy as the thought of irritant reaches peerless or such(prenominal) of five senses of the world being. This contact takes get into while physical approach to the irritant, which stirs to act one or several senses. This idea demands from side, which executes communication, to choose those way of information transfer, personal or mass, which ar able to breast the target market. So, when a person contacts with sort of strong stimulus, his sensory(a) perceptions become much active, and coded information transfers to his brains via nerve fibers.This effect is call(a)ed sensation, which is god by the following triad sceptre determinations 1. The begin (or absolute) threshold it means the minimal bill of stimulating energy or forte, which is obligatory to form the sensation. 2. The Extreme threshold the point, in which additional change magnitude of stimulus intensity doesnt affect the sensation. 3. Differential threshold the m inimum change of irritant intensity, which send word be noticed by human being (Dictionary of Marketing and Advertising, p. 74).Some researchers of emptor sort think that intensity of the irritant should be at least at minimum (absolute) threshold in assemble to come upon several(prenominal) square off on a buyer. The other think that irritants which are to a lower place the absolute threshold smoke vex the buyer as well supposed conception of subconscious persuasion. We know that our sensory detection abilities go into a dec confines when we are getting older, so it is arouse to find out a bureau marketers appeal to the hoary population.The other function we need to take into consideration is that during the flavour we are getting employ to unalike sensation, so we puzzle to increase the level of absolute threshold to attract attention. So, what is attention, curiously? It brush aside be determined as direction of cognitive resources to process the irritant . ace of the main(prenominal) difficulties for commercial company is to hasten a consumer to focus attention on come definite information, which has to be reported. imputable to nearly sources, aver era consumer looks through three hundred advertisements per day.Aver jump on TW viewer looks through much wherefore one hundred TV ads. It is pity, only if a roofy of such(prenominal) materials ordurenot attract attention, which is necessary to denounce some influence. The like situation you can contact in trading as well. at that place are from 18 till 20 thousand different types of consumer goods in miscellany of typical supermarket. The main problem on that point is marking out of one contingent from plenty of analogs at the market shelf and attracting of consumers attention as well.The factors which influence distribution of consumers limited resources can be divided into twain main groups personal (individual) and factors which have take to stimulus. Besides, s ome emotional conditions of personality are use in publicity, such as legal opinion of self-confidence, reli susceptibility, self-satisfaction, creative abilities of human being, objects of love, strength, family traditions, immortality, etc. The endorse group of factors is called determinants, which relay to stimulus, it means these are characteristics of stimulus.The can be controlled, it means mortal can manipulate by them in order to increase or reduction the attention. So, it means that they are used quite a often by companies in their argue for buyer attention (Consumer Behavior, pp. 103-105). Lets examine some factors used in order to attract the buyers attention by the example of fourth-year people, taking into consideration their peculiarities we spoke roughly a page before. Size To guarantee the truth, the stronger irritant is, the higher is a chance that it forget attract attention.In case you rarify the size of it of it of printed advertisement, youll inc rease chances to attract buyers attention. Probability that the object give be jawn in the shop, depends on size or quantity of dispense stead for this definite item. This is mostly important for neural impulse shopping, where sale depends partially from the fact how many an(prenominal) place is given for the item. As seniorly people often have suffering eyesight, it is important to take into account size of type it should better be bigger, thus permitters, typed on the items which are aimed for younger people.Some pharmaceutical companies make medicines which mostly are used by old people and economise information for these medicines by big letters, in order to see description clearly. wile is too one of important factors. chroma advertisements can increase sale for 41% to a greater extent, than their black and white analogs. Moreover, some alter can attract attention more than, then the other. We can examine some meanings of subterfugeize here. Red color color of determination, can arouse strong desire to make some deed, for example to buy some item.Orange color can add activity, but at the same time allow for give the feeling if internal rest period and spiritual harmony. Yellow color inclines to communication. It is the color of open mind and communication, at the same time it is able to provide the social occasion with intellect, so this is the reason that a lot of Hi-tech companies make their advertising in yellow color. Green is good in publicity of medicines, health centers. Pink increases the feelings, so it can be used in perfumery, goods for women and children, family centers etc.Blue is a color of peace and harmony, navy blue helps to concentrate at the very necessary. In 1959 Ris make a test (color Lusher test) in medical clinics of Leipzig University and tested 1000 people of different age, from children till antique. He effect that young people, e sparely in the age before 25, pick red color. The elder people are, th e more they like twilight(prenominal) colors (Journal of Advertising, p. 15). Still, it is very difficult to influence attention of ancient people also because they due to their life experience can resist the publicity and advertising more then young people or children.LG Company made a brisk phone, which is specialized for elderly people. Marketers understand that it is quite difficult for elderly people to see small letters, press small buttons as well as learn unsanded technologies. Still, the majority of elderly people prefer a basic number of functions it means the idea A telephone should be used to make calls only, so LG made this telephone with elementary functions only. rangy buttons and low price are two factors by opinion of LG, which should satisfy demands of elderly. This model (LG NS1000) allows only making calls and receiving/sending SMS.Japan manufacturers of automobiles determine to start a modern line of special automobiles for elderly people. As local ana esthetic Mass Media informs, such new and dexterous auto entrust help the driver to brake and to turn the wheel. They plan assembly-line fruit of such cable cars from the beginning of 2006. Auto go away have numerous sensors and cameras, which can glance over all movements of hands, legs and eyes of driver and ordain determine mistakes in driving. At typify time specialists analyze influence of age changes for physical reaction of driver and his ability to estimate situation on the road.In conformance with results a special computer chopine will be created to help elderly drivers. A prototype of new car is already developed, which will have advance till 60 km/h. The creators of new auto consider that this bangle will be of great success because of increase quantity of elderly drivers in Japanese society. The cost of such a novelty will be approx. 9-13 thousand dollars. Now, lets make the excursion to Austria, where one of the trading concerns makes an interesting experi ment this concern opened two supermarkets especially for elderly people.This experiment is interesting before all because representatives of the elder generation traditionally arent attractive group for retail trade seems that they dont have much money, and their demands are quite modest Still, nearly in all European countries flying ageing of society takes place, and quantity of elderly people is increasing more and more So this supermarket in Vienna is a kind of test place, where technologies of servicing of quite specific client sphere, which is constantly increasing and becomes more important, take place.At the first sight, this is a very ordinary supermarket long rows of shelves, relaxing music from dynamics But if you be attentive, you can notice some differences. For example, figures at the price-list they are bigger, then usual. Some of shelves have magnifying glasses, in order the client will be able to see register at the goods, which are usually typed by small font. B esides, you can ask the sunder to give you glasses for reading.Just near the go away you can see a sluttish bench to have a rest, near it the device to measure blood pressure. The perambulator for shopping has special hanger in order to put there a move stick. The gangway between shelves is bigger then in usual supermarkets, and floor in the shop is made of special material, so legs dont slide. Moreover, the shelves are made in such a special manner that elder person doesnt have to bend down or stretch for goods he needs. All those novelties were extremely appreciated by the clients.