In Class, 10–25 Minutes for Individuals Think about a TV show that you watched recently, or perhaps a magazine that you have flipped through, or the last time you were looking at various websites. Try to remember the advertisements from those experiences.

Why did you notice certain ads, whereas others which you were also exposed to were essentially screened out? In other words, what made you pay attention to these ads? Try to think beyond just the ad design itself and consider your personal situation at the time as well as your product interests.

What was the key message of each of the advertisements that you can recall? And finally, given your responses, how important is it for marketers to understand the process of perception when designing ads and other marketing communications?