The processing of information begins

The processing of information begins when energy as the thinking of spikelet reaches one or to a greater extent of five senses of the human being. This contact takes lay while physical approach to the spine, which stirs to activity one or approximately(prenominal) senses. This idea demands from side, which executes communication, to choose those inwardness of information transfer, personal or mass, which ar able to embrace the target market. So, when a person contacts with quite virile stimulus, his sensory perceptions become more active, and coded information transfers to his brains via nerve fibers.This effect is called sensation, which is influenced by the following three limen determinations 1. The lower (or absolute) threshold it means the stripped-down greenback of stimulating energy or intensity, which is necessary to form the sensation. 2. The organic threshold the point, in which additional increasing of stimulus intensity doesnt affect the sensation. 3. Diffe rential threshold the minimum change of irritant intensity, which squirt be noticed by human being (Dictionary of Marketing and Advertising, p. 74).Some researchers of emptor behavior think that intensity of the irritant should be at least at minimum (absolute) threshold in sight to spend a penny any(prenominal) influence on a barter forer. The other think that irritants which ar down the stairs the absolute threshold abide influence the buyer as intumesce so-called conception of subconscious persuasion. We know that our sensory detection abilities go into a decline when we are getting older, so it is interesting to come on out a way marketers appeal to the antique wad.The other function we need to take into stipulation is that during the life we are getting employ to distinguishable sensation, so we bewilder to append the level of absolute threshold to attract attention. So, what is attention, particularly? It basis be experienced as absorb of cognitive re sources to process the irritant. One of the main difficulties for commercial company is to make a consumer to focus attention on somewhat definite information, which has to be reported. Due to some sources, aver sequence consumer looks through three hundred advertisements per day.Average TW spectator looks through more thus one hundred TV ads. It is pity, barely a lot of much(prenominal) materials pecknot attract attention, which is necessary to make some influence. The self equal(prenominal) situation you can see in trading as well. There are from 18 work 20 thousand different types of consumer goods in assortment of typical supermarket. The main problem there is fall guy out of one item from plenty of analogs at the market ledge and attracting of consumers attention as well.The factors which influence distribution of consumers express resources can be divided into two main collections personal (individual) and factors which guard concern to stimulus. Besides, some emot ional conditions of personality are used in forwarding, such as feeling of self-confidence, reliability, self-satisfaction, creative abilities of human being, object glasss of love, strength, family traditions, immortality, etc. The routine group of factors is called determinants, which relay to stimulus, it means these are characteristics of stimulus.The can be controlled, it means somebody can manipulate by them in order to increase or decrease the attention. So, it means that they are used quite oftentimes by companies in their struggle for buyer attention (Consumer Behavior, pp. 103-105). Lets examine some factors used in order to attract the buyers attention by the example of old people, taking into consideration their peculiarities we spoke about a page in the beginning. Size To tell the truth, the stronger irritant is, the higher is a probability that it will attract attention.In case you rarify the size of printed advertisement, youll increase chances to attract buyer s attention. Probability that the object will be seen in the shop, depends on size or quantity of trade space for this definite item. This is mostly measurable for impulse shopping, where change depends partially from the fact how many place is given for the item. As elderly people often have poor eyesight, it is important to take into neb size of type it should better be bigger, then letters, typed on the items which are aimed for younger people.Some pharmaceutical companies make medicines which mostly are used by elderly people and write information for these medicines by big letters, in order to see description clearly. Color is also one of important factors. Color advertisements can increase sale for 41% more, than their black and snowy analogs. Moreover, some colors can attract attention more, then the other. We can examine some meanings of colors 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 will give the feeling if internal balance and ghostly 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 thing with intellect, so this is the reason that a lot of Hi-tech companies make their advertising in yellow color. kibibyte 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, mordant blue helps to concentrate at the very necessary. In 1959 Ris made a interrogation (color Lusher tryout) in medical clinics of Leipzig University and tested 1000 people of different age, from children till elderly. He found that young people, e redundantly in the age earlier 25, prefer red color. The elder people are, the more they like dark colors (Journal of Advertising, p. 15). Still, it is very difficult to influence attention of elderly people also because they due to their life experience can resist the publicity and advertising more then young people or children.LG corporation made a mobile phone, which is surplusized for elderly people. Marketers understand that it is quite difficult for elderly people to see undersize letters, press small buttons as well as learn cutting 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. Big 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 intend to start a new line of special automobiles for elderly people. As local Mass Media informs, such new and capable auto will help the driver to brake and to turn the wheel. They envision assembly-li ne production of such cars from the beginning of 2006. Auto will have legion(predicate) sensors and cameras, which can read all movements of hands, legs and eyes of driver and will determine mistakes in driving. At present time specialists analyze influence of age changes for physical reaction of driver and his ability to estimate situation on the road.In accordance with results a special com displaceer program will be created to help elderly drivers. A prototype of new car is already developed, which will have speed till 60 km/h. The creators of new auto consider that this novelty will be of great supremacy because of increasing 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 experiment 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, almost in all European countries spry 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, restful 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 inscription at the goods, which are usually typed by small font. Besides, you can ask the sever to give you glasses for reading.Just near the exit you can see a comfortable bench to have a rest, near it the device to measure blood pressure. The cart for shopping has special hanger in order to put there a walking 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 super appreciated by the clients.