AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
1. Understand the nature of perception and be familiar with its determinants and effects.
2. Understand the nature of exposure and how marketers can use this knowledge to develop communications strategies.
3. Understand the nature of attention and how marketers can use this knowledge to develop communications strategies.
4. Understand the nature of interpretation and how marketers can use this knowledge to develop communications strategies.
5. Fully appreciate the critical importance of perception in the development of retail strategy, brand names and logos, media strategy, advertising and package design, warning labels and posters, and advertising evaluation.