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MKT 305 Study Guide - Fall 2018, Comprehensive Midterm Notes - Lincoln Mkt, Subliminal Stimuli, Sensory Threshold


Department
Marketing
Course Code
MKT 305
Professor
Scot Squires
Study Guide
Midterm

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MKT 305
MIDTERM EXAM
STUDY GUIDE
Fall 2018

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Chapter 3: Perception
The design of product is often a key driver of its success or failure.
Sensation:
Vision
Scent
Touch
Taste
Hedonic consumption
Context effects
Marketing messages are more effective when they appeal to more than one of the senses.
Sensory marketing encourages companies to think about the impact of sensations on our
product experiences.
Companies think carefully about the impact of sensations on our product experiences.
Vision
Trade dress
Color forecasts
Marketers rely heavily on visual elements in advertising, store design, packaging and
websites.
Meanings are communicated through a product’s color, size and styling.
Colors influence our buying behaviors
Consumers make subconscious judgments within 90 seconds of seeing a new product.
Color accounts for 62-90 percent of those initial reactions.
Red stimulates appetite and shows energy, danger or urgency
Blue: relaxing feeling, welcoming, trust/security
White: purity, perfection and neutrality
Green is used to represent nature and money
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Black: represents mystery, power and sophistication
Yellow/Gold: happiness, joy, intellect, and optimism.
Woman are drawn toward brighter tones and are more sensitive to subtitle shading.
Impulse buyers are drawn to orange and royal blue.
We react to colors based on our experiences and the emotions they trigger.
Firms regularly produce color forecast.
Company logos/overall branding is very important and key to success.
Scents:
Scent marketing is a form of sensory marketing that we may see in lingerie, detergents
and more.
Key Concepts in use of sound
Audio watermarking
Sound symbolism
Phenomes
Touch
Endowment effect
Haptic
Kansei engineering
Perception is a three-stage process that translates raw stimuli into meaning.
Stages
1. Exposure
2. Attention
3. Interpretation
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