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