Week_Making Contact

Question 1

The definition of exposure

Answer 1

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.

Question 2

Product placement & advertiser sponsoring

Answer 2

Can be one of the traditional media and distribution channels for reaching the consumer.

Question 3

Methods of reaching consumer by internet

Answer 3

1. Business website.
2. Search engine marketing
3. Online advertising
4. E-mail marketing
5. Permission-based emails
6. Instant messaging
7. Blogs

Question 4

What kind of methods of reaching consumer for using static, pop-up and floaters?

Answer 4

Online advertising

Question 5

What are the additional modes of reaching the consumer?

Answer 5

1. Viral marketing.
2. Mobile marketing （实时短信promote）
3. Advergaming

Question 6

Definition of selective exposure

Answer 6

Audience are able to choose whether they want to see the ads.

Question 7

What is habituation in overexposure?

Answer 7

When a stimulus becomes so familiar/ordinary that it loses its attention-getting ability

Question 8

What is advertising wearout?

Answer 8

Describes ads that lose their effectiveness because of overexposure. (one solution to wearout involves varying advertisement execution.)

Question 9

What are the two keys for understanding attention?

Answer 9

Focus (direction of attention) and intensity (amount of attention)

Question 10

What is the cognitive resource for attention？

Answer 10

Mental capacity, comprised of sensory memory, short-term memory and long-term memory.

Question 11

Span of attention meausres_

Answer 11

How long short-term memory can be focused ojn a signle stimulus.

Question 12

Short-term memory is a limited mental resource

Answer 12

True

Question 13

What is chunks?

Answer 13

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）

Question 14

Seven ways to grab consumer’s attention

Answer 14

1. Connect with consumers’ needs.
2. Use permission marketing.
3. Pay consumers to pay attention.
4. Getting attention with motion.（路边转动的广告牌）
5. Use isolation.
6. Make the message bigger.
7. Colors are nice.
8. Make it more intense.（放广告的时候声音很大）
9. Location affects attention
10. Suprise factor.
11. Distinctiveness.
12. The human attraction.
13. The entertainment factor
14. Learned attention-inducing stimuli.
15. Find a less-cluttered environment

Question 15

How to connect with consumers’ needs

Answer 15

stimuli consumers’ needs.

Remind consumers’ needs

Question 16

Connect with consumers’ need example

Answer 16

听课时，强调接下来的内容考试会考。（needs: 考试内容）

Question 17

Use permission marketing to get consumers’ attention

Answer 17

Email: Can I send you our promotion info? Very effective than normal.

Question 18

Example of pay consumer to pay attention

Answer 18

Vegas free ticket giving for attending presentation

Question 19

Why motion display can grab consumers’ attention?

Answer 19

Stimuli in motion are more likely to attract consumers than stationary ones.

Question 20

How to use isolation to grab consumer attention?

Answer 20

Place ads in somewhere has no ads around.

Example: One page ads in magazine.

Question 21

Why make the message bigger effectively?

Answer 21

Larger ads and larger pictures within those ads tend to grab more attention than smaller ones.

Question 22

Color usage

Answer 22

Part B slide 14

Question 23

What meaning of making more intense on ads?

Answer 23

Make ads visual larger, colorful, and louder.

Question 24

Where do ads be placed in magazine will get more attention?

Answer 24

Upper-left corner of a page gets the most attention

Question 25

Example of ads surprise factor

Answer 25

Unusual product packaging; Shock advertising.

Question 26

Distinctiveness ads example

Answer 26

Absolute vodka bottom.