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