From Exposure to Comprehension/Memory and Knowledge

Question 1

2 ways consumers are presented with marketing stimuli

Answer 1

1-Marketer (company in charge of doing the marketing)

2-Non marketing sources (ex: WOM, social media)

Question 2

3 examples of ways marketers can influence exposure of their message.

Answer 2

1-Position of ad (where is it)
2-Product distribution (how often do you see it)
3-shelf placement (where in store)

Question 3

Placing commercials at beginning or end of commercial pod?

Answer 3

First thing they see or last thing they remember. Everything in the middle gets blurred and you are more able to tune it out.

Question 4

Which shelf: a) best-selling product b) kids products c) premium products d) generic store brands

Answer 4

a) right in middle or average reach
b) their level. A bit lower OR where they would sit in the card eye level
c) Higher up so they look UP at them and think about them in a “higher” fashion
d) bottom or as fillers

Question 5

Where to place ads on website?

Answer 5

Left or Top or IN text. NOT on right because we assume they are always there so we never pay attention to them

Question 6

Zipping & zapping

Answer 6

zipping: fast-forwarding through commercials on program recorded earlier
zapping: (think Palynn) using remote control to switch to different channels when commercial comes on to the show you are currently viewing

Question 7

3 main qualities of attention

Answer 7

1-Selective (we see what we want to see)
2-Can be divided
3-Limited

Question 8

3 ways marketers can enhance consumer attention to stimuli?

Answer 8

1-Personally relevant
2-Humor
3-Surprising

Question 9

Definition of perception. Usage of sense to enhance exposure.

Answer 9

Perception: occurs when stimuli is registered by our 5 senses. Stimuli provokes something in us

Vision: color
Hearing: music
Taste: in store marketing, free samples
Smell: product trials or moods
Touch: liking

Question 10

Example of miscomprehension

Answer 10

Maybe we remember product but not brand or brand but not product. Interpret something totally wrong way

Question 11

Define working memory. Drawbacks?

Answer 11

portion of memory where incoming information is processed and stored for more processing.

Short lived and limited

Question 12

Long term memory. Differs from Working.

Answer 12

Part of brain where information is permanently stored for further used.
Files of brain.

Affects decision making and is more concrete than working.

Question 13

Explicit vs implicit memory

Answer 13

Explicit: consciously aware of something in your mind (example the whole time Milovic is teaching I know we have a test Thursday so I am tuning in for info)

implicit: not consciously aware and must be coaxed.

Question 14

What role does elaboration play in forming long-term memories?

Answer 14

When you tell more of a story you are further transporting that information in your brain let alone to deeper levels of storage.

Question 15

2 ways a company can enhance their message to increase likelihood consumer will remember

Answer 15

1-Recognition: show it so many times that they cannot help but remember it.
2-Make it memorable

Question 16

Schema and script.

Answer 16

Schema: set of associations linked to a concept

script: the set of ACTIONS that you take to do a certain thing. Example the routine you follow when going to a restaurant

Question 17

Brand image helping or hurting company.

Answer 17

schema that captures what a brand stands for and how people view it. Positive brand image, people buy and feel better. BP and oil spill as hurting brand image.

Question 18

Define taxonomic categories. Superordinate levels. Basic levels. Subordinate levels. Category members.

Answer 18

Taxonomic categories: way that consumers classify objects.
Superordinate: restaurants
basic levels: mexican, italian, american
subordinate: Sport bar vs steaks
category members: del bar, chop house, etc.

Question 19

Define prototypical brand and example

Answer 19

the BEST example of a category.
Best search engine? Google.
Best online store? Amazon

Question 20

Define construal level. Abstract vs concrete processing

Answer 20

The level of though required for thinking.
Concrete: low level processing. Your vacation to do list before vacation.
Abstract: high level processing. More imaginative. The dreaming you do about said vacation.

Question 21

Decay, interference, and primacy/recency affect message retrieval?

Answer 21

Decay: weakening of message over time. If you aren’t exposed to it it dulls in your mind.
interference: Something in your mind gets in the way of the message. Processing so many other things that it gets fuzzy
Primacy/recency: You usually remember the 1st or last of a sequence the best

Question 22

Retrieval cues. 2 examples.

Answer 22

stimulus that facilitates the activation of a memory. Something you think of that calls about something else.

1-Brand name
2-Logo (see M and think McDonald’s)
3-Package (specific company’s colors)