MGMC02H3 Chapter Notes - Chapter 3: Recordtv, Product Distribution, Aisle
Document Summary
Marketing stimuli: information about offerings communicated either by the marketer via ads, Exposure: process by which the consumer comes in physical contact with a stimulus salespeople, brand symbols, packages, signs, prices and so on by non-marketing sources i. e. media or word of mouth. The position of an ad within a medium can affect exposure. Product distribution and shelf placement also affect consumers" exposure to brands and packages. The more widespread the product"s distribution is, the greater the likelihood that consumers will encounter it. Consumers are also most likely to be exposed to products that are displayed at the end of an aisle or those that take up a lot of shelf space. Consumers can actively seek certain stimuli and avoid others either because the ads are for product categories they do not use or they have seen it before and know what it will say. Zipping: consumers record tv shows and fast-forward through commercials when viewing the shows later.
