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Chapter 3

Chapter 3. From Exposure to Comprehension. Learning Objectives~ Ch. 3. 1. Discuss why marketers are concerned about consumers ’ exposure to marketing stimuli and what tactics they use to enhance exposure.

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Chapter 3

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  1. Chapter 3 From Exposure to Comprehension

  2. Learning Objectives~ Ch. 3 1. Discuss why marketers are concerned about consumers’ exposure to marketing stimuli and what tactics they use to enhance exposure. 2. Explain the characteristics of attention and how marketers can try to attract and sustain consumers’ attention to products and marketing messages. 3. Describe the major senses that are part of perception and outline why marketers are concerned about consumers’ sensory perceptions. 4. Discuss the process of comprehension, and outline how marketing-mix elements can affect consumer inferences about products and brands.

  3. Exposure • Marketing stimuli • Factors influencing exposure • Position of an ad • Product distribution • Shelf placement • Selective exposure • Zipping • Zapping • Measuring exposure

  4. Characteristics of Attention • Selective • Capable of being divided • Limited Under what conditions do you give full attention to advertising & marketing communication?

  5. Focal & Nonfocal Attention • Preattentive processing • Hemispheric lateralization • Preattentive processing, brand name liking, & choice

  6. Pleasant Marketing Stimuli • Attractive models • Music • Humor What are some other ways to make ads more pleasant to consumers?

  7. Surprising • Novelty • Unexpectedness • Puzzles What are ways to enhance suspense or surprise in advertising or marketing communications? Is surprise a good thing in marketing communications? Why/not?

  8. Easy to Process • Stimuli • Prominent • Concrete • Contrasting • Limit amount of competing information • KISS (Keep it simple…)

  9. Concrete words Apple Bowl Cat Cottage Diamond Engine Flower Garden Hammer Infant Lemon Meadow Mountain Ocean Concreteness & Abstractness • Abstract words • Aptitude • Betrayal • Chance • Criterion • Democracy • Essence • Fantasy • Glory • Hatred • Ignorance • Loyalty • Mercy • Necessity • Obedience

  10. Perceiving Through Vision • Size & shape • Lettering • Color • Color dimensions • Color & physiological responses/moods • Color & liking

  11. Perceiving Through Hearing • Sonic identity • Sound symbolism

  12. Perceiving Through Taste • Varying perceptions of what “tastes good” • Culture backgrounds • In-store marketing

  13. Perceiving Through Smell • Smell & physiological response/moods • Product trial • Liking • Buying

  14. Perceiving Through Touch • Haptic means touch • Touch & physiological responses/moods • Liking

  15. Consumers Stimuli Perception • Absolute thresholds • Differential thresholds • Just noticeable • Weber’s Law • Subliminal perception & consumer behavior

  16. Knowledge to Understand: Comprehension • Objective • Subjective • Miscomprehension • Effects of: • MAO • Cultural system • Improving objective comprehension

  17. Consumer Inference~1 Brand names/symbols inferences Misleading names/labels Inappropriate/similar names Product features/packaging Product attributes Country of origin Package design Color

  18. Consumer Inference~ 2 • Price • Retail atmospherics/display • Advertising/selling • Pictures • Language • Ethical issues

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