MKTG 3040: Exam 2
Motivation
A drive state created by consumer interests and needs
Individual factors
characteristics that distinguish one individual from another
Information overload
consumers have no control over like the pace of exposure --> occurs when consumers are confronted with so much information that they cannot or will not attend at all of it.
Inference
goes beyond what is directly stated or presented
Situational Factors
include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store
Product Involvement
indicates motivation or interest in a specific product category --> motivates attention
Perceptual Defenses
individuals are not passive recipients of marketing messages
Rhetorical Figures
involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline
Ambush Marketing
involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not.
Closure
involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved
Figure-Ground
involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background
Zapping
involves switching channels when a commercial appears
Brand Familiarity
is an ability to factor related attention. Those with HIGH brand familiarity may require less attention to the brand's ads because of their high existing knowledge
Muting
is turning the sound off during commercial breaks
Ad Avoidance
mechanical ways for consumers to selectively avoid exposure to advertising messages
Exposure
occurs when a stimulus (ex: banner ad) comes within range of a person's sensory receptor nerves (ex: vision)
Zipping
occurs when one fast-forwards through a commercial on a prerecorded program
Attention
occurs when the stimulus (ex: banner ad) is "seen" (the receptor nerves pass the sensations on to the brain for processing)
Infomercials
program-length TV commercials with a toll-free number and/or web address through which to order or request additional information
Product Placement
provides exposure that consumers don't try to avoid - it shows how and when to use the product and enhances the product's image
Program Involvement
refers to how interested viewers are in the problem or editorial content influence attention to add
Ability
refers to the capacity of individuals to attend to and process information.
Ad Quality
represents how well a message is constructed in terms of being believable and appealing, and in communicating the core message effectively
Clutter
represents the density of stimuli in the environment
Information quantity
represents the number of cues in the stimulus field
Isolation
separating a stimulus object from other objects
Cross-Promotions
signage in one area of the store promotes complementary products in another area of the store.
Adaption Level Theory
suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less
Interpretation
the assignment of meaning to the received sensations
Affective Interpretation
the emotional or feeling response triggered by a stimulus to sad an ad.
Proximity
the fact that stimuli positioned close together are perceived as belonging to the same category
Format
the manner in which the message is presented
Just Noticeable Difference (j.n.d.)
the minimum amount that one brand can differ from another (or from its previous version) with the difference still being noticed.
Stimulus Organization
the physical arrangement of the stimulus objects
Sensory Discrimination
the physiological ability of an individual to distinguish between similar stimuli
Memory
the short-term use of the meaning for immediate decision making OR long-term retention of the meaning
Permission-based Marketing
when consumers "opt in" to receive e-mail-based promotions
Perceptual Relativity
It is generally a relative process rather than absolute, often difficult for people to make interpretations in the absence of some reference point
Contextual Cues
The situation provides a context which which the focal stimulus is interpreted
Subliminal Stimulus
a message so fart or so soft or so masked by other messages that one is not aware of seeing or hearing
Perception
a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation.
Cognitive Interpretation
a process whereby stimuli are placed into existing categories of meaning
Information Processing
a series of activities by which stimuli are perceived, transformed into information, and stored.
Hemispheric Lateralization
a term applied to activities that take place on each side of the brain. Left-Side of the brain is responsible for the verbal information
Co-branding
an alliance in which two brands are put together on a single product
Brand Extension
an existing brand extends to an new category with the same name.
Smart Banners
are banner ads that are activated based on terms used in search engines
Stimulus factors
are physical characteristics of the stimulus itself