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MKTG 322 > MKTG 322 Exam 1 - FLASHCARDS - Exposure, attention, and perception (1) > Flashcards

MKTG 322 Exam 1 - FLASHCARDS - Exposure, attention, and perception (1)

1
Q

What is exposure?

A

means coming into physical contact with a stimulus, such as a marketing stimulus

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2
Q

What are marketing stimuli?

A

contain information about the marketer’s product and brand name, its features and benefits, and how it relates to consumers’ needs and goals. Marketers use a variety of marketing stimuli (ads, salespeople, packages, social media, e-mails, promotional products, gift cards, mobile messages, billboards, brochures, brand websites, podcasts, webinars) to expose consumers to their brand.

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3
Q

What 3 things does a marketer need for a consumer to consider their product/service?

A

Exposure, attention, and perception

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4
Q

What is exposure?

A

when a person comes into contact with marketing stimulus

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5
Q

What is attention?

A

when a consumer focuses on the marketing/ad/etc. (expends mental resources on it)

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6
Q

What is perception?

A

When a consumer tries to interpret and comprehend the properties of stimuli using one or more of their five senses

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7
Q

What are ways marketers can increase exposure?

A

Choosing the right medium, positioning within a medium, and product distribution and shelf placement

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8
Q

What are examples of choosing the right medium?

A

• Paid search ads
• In-app banners
• Video ads
• Streaming ads
• Social media ads
• Email
• Digital banner ads
• In-game ads
• TV ads

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9
Q

What are examples of positioning within a medium?

A

• Back cover of magazine
• After certain articles
• Beginning or end of commercial break
• During certain TV events

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10
Q

What are examples of product distribution and shelf placement?

A

• Location within a store (distribution)
• Eye-level placement
• Amount of the self allocated

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11
Q

What does it mean that perception is constructive?

A

People construct interpretations very quickly based off their five senses

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12
Q

What are two major factors that consumer construct meaning from?

A

1) the “actual” stimulus/event
2) Prior beliefs/stereotypes, knowledge, needs, goals, expectations, etc.

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13
Q

What are the benefits of product placement?

A

-increase viewer awareness of item
-positive attitudes toward the product
-make ppl more likely to talk about product & search for it online

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14
Q

What is selective exposure?

A

Consumers can selectively control what marketing stimuli they view.
Consumers decide what they will be exposed to:
• Zapping – turn down sound, change channel
• Zipping – fast-forwarding

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15
Q

What can overexposure lead to?

A

Boredom or reactance

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16
Q

What are the properties of attention?

A

-limited = valuable, only ‘x’ amount
-selective: can decide where to focus
-can be divided: may give partial attention

17
Q

What makes consumers pay attention?

A

-individual factors: if it is relevant to me
- motivation: tied to emotions, consequences on consumer’s life, values/goals
-stimulus factors: (e.g., characteristics of the ad, product, etc.):
familiar, novel, surprising, funny, pleasant, threatening

18
Q

What is selective attention?

A

Process of focusing on a particular stimulus, which results in the ignoring of other simultaneously occurring stimuli

19
Q

Consumers are more likely to pay attention to an add if it has what characteristics?

A

-familiar: celebrities
-novel
-humorous
-surprising
-unusual/shock
-pleasing/threatening
-cryptic/incomplete

20
Q

What is inattentional blindness?

A

When attention has reached its limit

21
Q

Perception is ______?

A

Constructive. People construct interpretations very quickly

22
Q

What is sensation?

A

The immediate response of our sensory receptors to texture, scent, sound, taste, light, etc

23
Q

What are vision stimuli perceptions based on?

A

based on
-color
-lettering/font
-size (*starbuck sz’s unique)
-shape (can show amount or be associated w/ my brand)
-location in store

24
Q

What are sound stimuli perceptions based on?

A

-music in the store
-voice (employee & ad)
-sonic identity

25
Q

What is sonic identity?

A

Consumers associate specific sounds w/ a brand (disney music)

26
Q

What sense is more connected to memory than other sense?

A

Smell

27
Q

What is sensory marketing?

A

Marketing that engages our senses’ and affects our perception, judgment, and behavior

28
Q

What is cognitive dissonance?

A

the state of having inconsistent thoughts, beliefs, and attitudes especially as relating to behavioral decisions and attitude change

29
Q

3 stages of memory

A

sensory, short term, long term

30
Q

What is encoding?

A

moving short term memories into long term memories
new info that is associated with existing info is easily encoded

31
Q

How can we improve encoding?

A
  • Elaboration
  • Rehearsal
  • Chunking

MKTG 322 (10 decks)

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