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.
