Despite the mass of advertising that the average consumer faces every day, it is clear that some messages constantly grab our attention irrespective of our interest.
So why are some forms of advertising particularly salient and robust against the noise of mass marketing? One answer is attentional capture.
Ultimately, in a busy and noisy world, where mass marketing is king, the fight for attentional resources is very real. In shaping and implementing campaigns, we must acknowledge the limited information capacity system of humans, but also be aware of more modern annoyances. This is a fine line to tread. Nevertheless, there is no doubt that to achieve success via maximal brand recognition and information retention, modern day marketers must capitalise on human beings innate reflexes to attend to potentially relevant information in a purely stimulus driven manner. This is no smash and grab job however, marketers must also act creatively and unobtrusively to obtain maximal attentional resources, brand recall and positive brand recognition.
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