COMM 362- Midterm Exam Guide - Comprehensive Notes for the exam ( 84 pages long!)
Document Summary
Sensory systems: stimulus is interpreted by the individual, who is influence by his/her unique biases, needs, experiences. Sensory marketing: companies pay extra attention to the impact of sensation on our product experiences. Sight: visual elements in advertising, store design, packaging, different colours mean different things and stimulate different responses, gender, age influences response to colour, trade dress company"s exclusive colours, visual cues sizes. Smell: different smells for different target markets, got milk campaign. Hearing: upbeat music faster pace, sound repetition, aging ear. Taste: flavor houses, sophisticated electronic tongue for tasting, other cues may influence taste. Exposure: process by which the consumer comes into contact with the stimulus and has the potential to notice it. Sensory thresholds: psychophysics how the physical environment is integrated into our personal, subjective world. The absolute threshold: the min. amount of stimulation that can be detected on a sensory channel, important to consider when designing marketing stimuli.
