24202 Lecture Notes - Lecture 2: Subliminal Stimuli
Document Summary
From exposure to comprehension: why marketers are concerned about consumer"s exposure to marketing stimuli. Marketers must ensure that consumers are exposed to stimuli that portray their offering in a favourable light. Position of an ad (back cover of magazine) Product distribution (no. of stores selling product) Zipping (fast forwarding) and zapping (switching channels: characteristics of attention. Process of devoting mental activity to a stimulus. Certain amount is necessary for info to be perceived to activate senses. Capable of being divided (watch tv and read magazine) Limited (able to attend multiple thing but our attention is limited: how marketers try to attract and sustain attention to products and marketing stimuli. Easy to process (concrete stimuli, contrasting stimuli: major senses and why markers are concerned about sensory perceptions. Reality doesn"t matter, only perception matters (e. g. need detect a stimulus e. g level sound of a song) Ears (sonic identity- firms use sounds such as music or voices)
