Week_Making Contact Flashcards
The definition of 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.
Product placement & advertiser sponsoring
Can be one of the traditional media and distribution channels for reaching the consumer.
Methods of reaching consumer by internet
- Business website.
- Search engine marketing
- Online advertising
- E-mail marketing
- Permission-based emails
- Instant messaging
- Blogs
What kind of methods of reaching consumer for using static, pop-up and floaters?
Online advertising
What are the additional modes of reaching the consumer?
- Viral marketing.
- Mobile marketing （实时短信promote）
- Advergaming
Definition of selective exposure
Audience are able to choose whether they want to see the ads.
What is habituation in overexposure?
When a stimulus becomes so familiar/ordinary that it loses its attention-getting ability
What is advertising wearout?
Describes ads that lose their effectiveness because of overexposure. (one solution to wearout involves varying advertisement execution.)
What are the two keys for understanding attention?
Focus (direction of attention) and intensity (amount of attention)
What is the cognitive resource for attention？
Mental capacity, comprised of sensory memory, short-term memory and long-term memory.
Span of attention meausres_
How long short-term memory can be focused ojn a signle stimulus.
Short-term memory is a limited mental resource
True
What is chunks?
Size of short-term memory units. A grouping of information that can be processed as a whole unit. (Usually capacity varies from 4 to 7 chunks）
Seven ways to grab consumer’s attention
- Connect with consumers’ needs.
- Use permission marketing.
- Pay consumers to pay attention.
- Getting attention with motion.（路边转动的广告牌）
- Use isolation.
- Make the message bigger.
- Colors are nice.
- Make it more intense.（放广告的时候声音很大）
- Location affects attention
- Suprise factor.
- Distinctiveness.
- The human attraction.
- The entertainment factor
- Learned attention-inducing stimuli.
- Find a less-cluttered environment
How to connect with consumers’ needs
stimuli consumers’ needs.
Remind consumers’ needs
Connect with consumers’ need example
听课时，强调接下来的内容考试会考。（needs: 考试内容）
Use permission marketing to get consumers’ attention
Email: Can I send you our promotion info? Very effective than normal.
Example of pay consumer to pay attention
Vegas free ticket giving for attending presentation
Why motion display can grab consumers’ attention?
Stimuli in motion are more likely to attract consumers than stationary ones.
How to use isolation to grab consumer attention?
Place ads in somewhere has no ads around.
Example: One page ads in magazine.
Why make the message bigger effectively?
Larger ads and larger pictures within those ads tend to grab more attention than smaller ones.
Color usage
Part B slide 14
What meaning of making more intense on ads?
Make ads visual larger, colorful, and louder.
Where do ads be placed in magazine will get more attention?
Upper-left corner of a page gets the most attention
Example of ads surprise factor
Unusual product packaging; Shock advertising.
Distinctiveness ads example
Absolute vodka bottom.
