Chapter 8 Flashcards
Ability
refers to the capacity of individuals to attend to and process information
Ad Avoidance
consumers to selectively avoid exposure to advertising messages
Ad Quality
represents how well a message is constructed in terms of being believable and appealing and in communicating the core message effectively
Adaptation Level Theory
suggest that if a stimulus doesn’t change, over time we adapt or habituate to it and began to notice it less
Affective Interpretation
is the emotional or feeling response triggered by a stimulus such as an ad
Affect Intensity
some people experience emotions more strongly than others
Ambush Marketing
any communication or activity that implies or from which one could reasonable infer that an organization is associated with an event when in fact it is not
Attention
Occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing
Attractive visual
individual tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli, this explains the ability of attractive visuals to drawn consumers attention to an advertisement.
Brand Extension
when an existing brand extends to a new category with the same name
Brand Familiarity
ability factor related to attention and rudimentary form of consumer knowledge
Cocktail party effect
whereby an individual engaged in a conversation with a friend isn’t consciously aware of other conversations at a crowded party until someone in another group says something relevant
Closure
presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved
Co-Branding
an alliance in which two brands are put together on a single product
Cross promotion
whereby signage in one areas of the store promotes complementary product in another
Cognitive Interpretation
a process whereby stimuli are placed into existing categories of meaning
Contextual Cues
situation provide a context which the focal stimulus is interpreted
Clutter
represents the density of a stimuli in the environment
Cue
relate to the features of brand itself, typical users user of the brand, typical usage situations and so on
Expectations Bias
individuals interpretation of stimuli tend to be consistent with their expectations
Exposure
Occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensory receptor nerves
Figure- Ground
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
Format
refers to the manner in which the message is presented
Hemipsheric Lateralization
different parts of the brain are better suited for focus versus non focused attention
Left Side of the Brain
primarily responsible for verbal information, symbolic representation, sequential analysis and the ability to be conscious and report what is happening. IT controls those activities called rational thoughts
Right Side of the Brain
deals with pictorial, geometric, timeless and nonverbal information without the individual being able to verbally report it. It works with images and impressions
Isolation
separating a stimulus object from other objects
Inference
goes beyond what is directly stated or presented
Individual Factors
characteristics that distinguish one individual from another
Information quantity
represents the number of cue in the stimulus field
Infomercials
program length televisions commercials with a toll-free number and/or web address through which to order or request additional information
Information overload
occurs when consumers are confronted with so much information that they cannot or will not attend to all of it
Information processing
a series by which stimuli are perceived, transformed into information and stored
Interpretation
is the assignment of meaning to the received sensations
Intensity
loudness, brightness, length of a stimulus can increase attention
Intrusiveness
the degree to which one is forced to see or interact with banner ad or pop-up in order to see the desired content
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
Memory
is a short-erm use of the meaning for immediate decision making or the longer-term retention of the meaning
Muting
turning the sound off during commercial breaks
Motivation
is a drive state created by consumer interest and needs
Perceptual Defense
individuals are not passive recipients of marketing messages
Perceptual Relativity
interpretations is generally a relative process rather than absolute
Permission- Based Marketing
consumer control the messages they are exposed to and consequently are more receptive and responsive to those messages
Picture superiority
effect on attention demonstrates the importance of an ad’s visual components and suggests why the heavy us of pictures in contemporary print advertising may be justified
Product Placement
gain exposure by placing their brands within entertainment media, such as in movies and television programs in exchange for payment or promotional or other consideration. Provides exposure that consumers don’t try to avoid it show how and when to use the product and enhances the product’s image
Product involvement
indicates motivation or interest in a specific product category.
Position
refers to the placement of an object in physical space or time
Price Perceived Quality
is an inference based on the popular adage you get what you pay for
Proximity
refers to the fact that stimuli positioned close together are perceived as belonging to the same category
Program involvement
refers to how interested viewers are in the program or editorial content surrounding the ads
Repetition
related to intensity, the number of times an individual is exposed to a given stimulus
Rhetorical Figures
involves the use of 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
Semantic meaning
the conventional meaning assigned to a word such as that found in the dictionary
Psychological meaning
the specific meaning assigned a word by given individual or group of individuals based on their experience, their expectations and the context in which the text is used
Sensory Discrimination
the psychological ability of individual to distinguish between similar stimuli
Smart Banners
banner ads that are activated based on terms used in search engines
Stimulus factors
physical characteristics of the stimulus itself
Stimulus Organization
physical arrangements of stimulus objects
Situational factors
include stimuli in the environment other than the focal stimulus ( the ad or package) and temporary characteristics of the individual that are induced by environment
Subliminal Stimulus
a message present so fast or so softly or so masked by other message that one is now aware of seeing or hearing it
Zapping
involves switching channels when a commercial appears
Zipping
occurs when one fast-forwards through a commercial on a prerecorded program
Self Concept
refer to the way individuals think and feel about themselves as well as how they would like to think and feel about themselves.
Stimulus factors
are physical characteristics of the stimulus itself
Slotting Allowance
consumer products companies often pay retailer to secure shelf space
Attention reallocation
it is the number of times an individual is exposed to a given stimulus such as ad or brand logo over time. Consumer may shift the focus of their attention from one part of the ad to another across repetitions
Interest
are reflected of overall lifestyle as well as a result of goals
Program involvement
refers to how interested viewers are in the program or editorial content surround the ads
Incongruity
the extent to which stimulus is unexpected. It increase attention
Advertising intensity
consumer tend to infer that more heavily advertised brands are of higher quality
claim-belief discrepancies
whereby a communication leads consumer to believe something about the product that is not true even though it doesn’t present a direct false claim.
Ambient scent
pleasant smell in a retail store increase production evaluation by boosting emotions
phonemes
Sounds of letter and words can symbolize product attribute
Perception
the process by which individuals access and assign meaning to environmental stimuli. Made up of Exposure, attention and interpretation
