Mark 3324 ch 8

brand familiarity

Ability factor related to attention.

advertising wearout

Ad that runs so much that consumers tune it out

Interpretation

Assignment of meaning to received sensations

Attention reallocation

Attention shift away from brand to text

Ability

Capacity to process information related to product, brand, or promotion.

Intrusiveness

Degree to which one is forced to interact with a pop up in order to see desired content.

Expectations

Drive our perception of contrast.

Motivation

Drive state created by consumer interests and needs.

Zipping

Fast forwarding through commercials

Perceptual defenses

Individuals are not passive recipients of marketing messages

Intensity

Loudness, brightness, length

Subliminal stimuli

Message presented so fast one is not aware of seeing or hearing it.

Repetition

Number of times an individual is exposed to an ad or logo over time.

Mere exposure

Presenting brand many times might make individuals attitude towards brand more positive.

Product placement

Putting products into TV shows and movies where they will be seen

Format

Refers to the manner in which the message is presented.

Position

Refers to the placement of an object in physical space or time.

Contrast

Related to the idea of expectations.

Clutter

Represents the density of stimuli in the environment.

Attention

Selects sensory information for perceptual processing.

Isolation

Separating stimulus object from other objects.

Attention is determined by which factor?

The stimulus, the individual, the situation

Permission based marketing

Where consumers voluntarily opt-in

product involvement

a consumer's level of interest in a particular product

hemispheric lateralization

activities that take place on each side of the brain

Smart banners

banner ads that are activated based on terms used in search engines

Perception

exposure, attention, interpretation

Zapping

involves switching channels when a commercial appears

echoic memory

memory of sounds, including words

Exposure

occurs when a stimulus comes within the range of someone's sensory receptors

Information overload

occurs when information exceeds our processing capacity

Dual coding

occurs when information is stored in more than one form

stimulus factors

physical characteristics of the stimulus itself

program involvement

refers to interest in the program or editorial content surrounding the ads

Information quantity

represents the number of cues in the stimulus field.

information processing

series of activities by which stimuli are perceived, transformed into information, and stored

Adaptation level theory

suggests that if a stimulus doesn't change over time we habituate to it and begin to notice it less.