Perception: Which Ad is Best?


perception, perceptual process, advertising, memory

Review the activity below or download the PDF student worksheet

Student Worksheet: Perception – Which Ad is Best

Student Discussion Activity

Your task in this exercise is to select the best radio commercial from the three presented below.  You will need to consider the model of perception (which is how consumers process information). 

As a quick recap, this model suggests that consumers often learn about products/brands in a passive/disinterested manner (requiring the ad to get attention). And consumer’s short-term memory is also quite limited (requiring the ad to beware of ‘information overload’).


Proposed radio ad 1

Introducing another great product from Burgers Galore – but what else would you expect!

It’s the ‘For Everyone’ burger. It’s designed to meet everyone’s taste.

No matter what meat you like – it’s automatically included in our new combination meat patty. No matter what sauce or salad you like – it’s automatically included in our new combination salad/sauce mixture.

It tastes like no burger you’ve tasted before and no matter what your tastes are – your tastes will like the ‘For Everyone’ burger!

It’s reasonably priced and available at our stores after 10.30am.


Proposed radio ad 2

“I feel like steak” (first friend)

“But I feel like chicken” (second friend)

“But I feel like seafood” (third friend)

No matter what you like the new ‘For Everyone’ burger is designed for everyone’s taste.

Now available at Burgers Galore


Proposed radio ad 3

I want everyone to listen because the new ‘For Everyone’ burger is for everyone and that’s why it’s called the ‘For Everyone’ burger.

So if you’re anyone, then get the new ‘For Everyone’ burger today – before everyone else.

Now available at Burgers Galore – for everyone!

Student Discussion Questions

  1. What are the benefits/concerns with each of the ads?
  2. Therefore, which of the three proposed radio ads go you think that the firm should use? Why?
  3. How important is it to have an understanding of the perceptual process when designing marketing communications?

Related Activities

Which Learning Theory?

Using Motivation Theories

Self-Concept and Purchases

External Information

The Perceptual Process