Lesson 10 Videos Flashcards
Exposure:
occurs when there is physical proximity to a stimulus that allows one or more of our five senses the opportunity to be activated.
Activation happens when
a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur.
Firms must bring their messages and products into sufficient ___ ___ for consumers to have the opportunity to notice them.
physical proximity
___ ___ have made changes to satisfy their clients’ need for flexibility to deliver different messages to different sections of the country.
Other tactics include…
Media giants
product placement and advertiser sponsoring.
Examples”
Austin Powers III: Taco Bell, Jaguar, Starbucks.
Top Gun: Tom Cruise wore Ray Ban Aviator, sales increased 40%.
Mission Impossible II: Cruise wore Oakleys, sales increased 80%.
Product Placement Examples (Hershey, Reese’s Pieces, and ET)
Hershey paid to have Reese’s Pieces in the movie. ET ate the candy and sales of Reeses Pieces shot up 65% in the weeks following the movie release as all the kids wanted what ET had.
6 Ways to Reach the Consumer
Blogs
Business Websites
Instant Messaging
Search Engine Marketing
E-mail Marketing
Online Advertising
Business Websites:
the company’s online presence should facilitate its brick-and-mortar operations to attract new customers and satisfy its existing customer base.
Search Engine Marketing:
search engines lead consumers to company websites and provide a way to reach new customers.
Online Advertising:
advertising content delivered in different forms such as static, pop-up, or floaters.
E-mail Marketing:
although a relatively inexpensive way to deliver content, problems include “bounce back” and getting the recipient to open the e-mail.
___ e-mails are far more likely to be successful than spam.
Permission-based
Instant Messaging:
very popular among different consumer segments due to the interactive nature or messages.
Blogs:
the online journal community, traditionally free from corporate influence, is being infiltrated by companies.
SEO
Organic Search
SEM
Sponsored Search
Viral marketing:
a company creates something that is so compelling that consumer spontaneously passes it along to others they know.
Buzz for Hire ~ companies like ‘BzzAgent’ enlist consumers to spread information as a part of viral marketing. A 12-week campaign involving 1000 agents, runs about $95,000.
Mobile marketing:
transmission of text and multimedia content to cell phones and wireless communication devices are increasing in popularity.
Advergaming:
new medium for advertising in which “games containing product associations” are utilized on commercial websites.
Even though advertisers may get their message out, exposure may still not occur because consumers sometimes…
avoid exposure.
Selective Exposure
Occurs when people do something other than watch television during commercial breaks or fail to click onto banner ads on the Internet.
Selective exposure reduces the…
size of audience being reached.
Features of Overexposure
Habituation
Advertising wearout
Habituation:
when a stimulus becomes so familiar/ordinary that it loses its attention-getting ability.
Advertising wearout:
describes ads that lose their effectiveness because of overexposure.
One solution to wearout involves
varying advertisement execution.
Overexposure extends even beyond advertising and sometimes to…
the product.
Attention:
the amount of thinking focused in a particular direction.
Focus
(direction of attention)
intensity
(amount of attention)
Focus and intensity are key to…
understanding attention.
Before companies can expect to get consumers’ money, they must…
get their attention.
With attention, products get into consumers’…
‘consideration sets’.
consideration sets
the final alternatives considered during decision making
Mental capacity
the cognitive resource for attention.
Cognitive psychology focuses on…
understanding human beings’ mental capacity.
Mental capacity is comprised of:
Sensory memory
Short-term memory
Long-term memory
Sensory memory:
part of mental capacity used when initially analyzing a stimulus detected by one of our five senses
Short-term memory:
the stimulus is interpreted and contemplated using concepts stored in long-term memory (where thinking occurs).
Long-term memory:
mental ware-house where knowledge is stored.
Short-term memory is a ___ mental resource.
limited
Span of attention measures…
how long short-term memory can be focused on a single stimulus.
What overcomes consumers’ limited attention spans?
Short commercials
Size of short-term memory is measured in terms of…
info chunks, a grouping of information that can be processed as a whole unit.
Capacity varies from _ to _ chunks.
4 to 7
Disclosing more product information may actually…
confuse consumers rather than help them.
What are consumers bombarded with every day?
product information and advertisements
Companies have the formidable task of breaking through the clutter to…
attract consumers’ attention
People are attentive to stimuli perceived as…
relevant to their needs (eg: grocery shopping, opening emails, etc).
Gaining consumers’ attention might require…
reminding them of their needs.
Asking consumers for their permission to send them product-related materials is
much more effective.
Stimuli in motion are more likely to attract…
consumers than stationary ones.
Increase in sales using POP displays (over stores without displays):
Static displays Motion displays
Food Stores 18% 49%
Liquor stores 56% 107%
POP displays may use ___ ___ and ads may use
___ ___.
moving parts, simulated motion.
Grab consumer’s attention using isolation by…
placing only a few stimuli in an otherwise barren perceptual field.
Larger ads and larger pictures within those ads tend to __ __ __ than smaller ones.
grab more attention
Products have a greater chance of being noticed as the…
size or amount of shelf space allotted to them increases (especially impulse items).
The attention-grabbing and holding power of an ad may be increased sharply with use of…
color.
Color ads produced __ more sales than black & white ads.
42%
Color Association of the US and Color Marketing
Group provides “color forecasting”.
fill
Non-primary colors are more ___ than primary colors.
calming
__ is the most calming of the primary colors, followed closely by a __ __.
Blue
lighter red
Test takers score higher and weight lifters lift more in __ rooms.
blue
__ text increases reading retention.
Blue
__ evokes cheerfulness.
Yellow
Houses with __ __ or __ __ sell faster.
yellow trim, flower gardens
__ and __ encourage diners to eat quickly and leave.
Reds and oranges
__ also makes food more appealing and influences people to eat more. (It is no coincidence that fast-food restaurants almost always use these colors.)
Red
Children prefer __ __. (Notice that children’s toys and books often use these colors.)
primary colors
__ __ and __ appeals to the wealthiest 3 percent of Americans and often raises the perceived price of an item.
Forest green and burgundy
__ __ can convey power.
Red clothing
__ __ is used in bars and casinos because it can cause people to lose track of time.
Red trim
__ and __ are often associated with sexy and seductive
Red and black
__ __ make people look thinner.
Black clothes
The most visible color is __.
yellow
The most legible of all color combinations are __ __ __ and __ __ __ followed by __ __ __.
black on yellow
green on white
red on white
Colors also have a functional impact on…
This is important in choosing colors for signing, website pages, prints ads, and other marketing media
readability, eye-strain, ability to attract attention, ability to be seen at night, etc.
__ __ __ __ __ are more likely to attract attention.
Loud sounds and bright colors
__ of commercials is usually __ than the regular programming.
Volume, louder
Products may gain more attention depending on…
where in the store they are located (end-of-aisle or eye-level is best… ”eye level is buy level”).
More attention is given to ads appearing in…
the front part of magazines…also to right hand pages.
__ __ __ of a page gets the most attention.
Upper-left corner
Stimuli congruent with our expectations may receive…
less attention than those which deviate from what is expected.
Ads and packaging may feature ___ elements to gain attention.
unusual
Products, ads, and packaging may be altered to stand-out from others using…
color and other elements of design.
Some stimuli attract attention because we have learned…
to react to them.
Ringing phones & wailing sirens are sometimes included in…
the background of radio & TV commercials.
We react to sounds, such as…
doorbells & crying babies, and words such as ‘free’ and ‘sale’.
Grab consumer’s attention by finding a __ __ environment.
less-cluttered
This includes less-cluttered advertising mediums and consumer environments.
The use of attention-getting stimuli carries some risks:
A stimulus might gain so much attention that the rest of the message is ignored.
A stimulus may interfere with information processing if it requires too many cognitive resources.
If consumers perceive the stimulus as manipulative, it can reduce advertising effectiveness.
Aspirational Reference Group
Groups that consumers refer to at a subconscious level and they try to mirror their behavior to them
–behavior of reference group influences the consumer’s behavior directly or indirectly
–groups that we aspire to be like/emulate
___ can attract attention in ads and on packaging.
Celebrities
__ __, often scantily dressed, attract attention for a variety of products and brands.
Attractive people
Stimuli that entertain and amuse us will…
draw our attention, even if they happen to come in the form of an ad. eg: advertainment, webisodes, etc.
Theory of Conspicuous Consumption (Veblen Goods)
When people consume things conspicuously (which means they are consuming things in public), then consumers will consume products in a different way than they would at home bc there’s an element of showing off/wanting to be seen as a higher social status.
