MGMC02H3 Chapter Notes - Chapter 3: Peripheral Vision, Product Distribution, Habituation
Document Summary
Exposure the process by which the consumer comes in physic contact with a stimulus. Marketing stimuli information about offerings communicated either by the marketer via ads, salespeople, brand symbols, packages, signs, prices, and so on or by nonmarketing sources, e. g. the media or word of mouth. Factors influencing exposure: position of an ad within a medium. Magazine ad: back cover or placed beside articles. Placed within tv programs that interest them: product distribution and shelf placement. The more widespread the brand"s distribution is, the greater the likelihood that consumers will encounter it. More likely to be exposed to products at the end of aisles or those that take up a lot of shelf space. Placed at locations where consumers spend the most time and must go. E. g. checkout counters: consumers, not marketers control whether their exposure to marketing stimuli occurs or not.
