Let's do a quick review of some of the major topics that we covered in module number one on perception. First, we saw that products and commercial messages often appeal to our senses. We talked about the growing importance of sensor remarketing. And I urged you to really consider seriously how you might involve the senses, in the communications you have with your customers, and perhaps in the design of your products. So I pointed out that many marketers tend to focus primarily on the visual channel. But the reality is that some of the other senses are equally as valuable in reaching consumers.

So think about using more than one sense in your outreach to customers. We also saw that the design of a product often is a key driver of its success or failure. In today's highly committed additive marketplace. The reality is that most consumers believe that most products within a category are roughly equal to one another in terms of functionality. So very often the product or brand that is successful is the one that differentiates itself not just in terms of function, but in terms of form in terms of design. Third, we saw that perception is a three stage process that translates raw stimuli into meaning via the stages of exposure, attention and interpretation.

There are important strategic implications here, because there are opportunities and challenges that present themselves at each of these stages. And finally, we saw that new technologies are profoundly altering the way marketers think about perception. We talked in particular about it mented reality and virtual reality, and I strongly urge you if you haven't done so already, to think about how one or both of these technologies can be used in your own marketing efforts. So I hope you enjoyed the first module and I will see you in module number two, where we're going to focus on how customers learn about your products and services.