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Chapter 3

SMG MK 445 Chapter Notes - Chapter 3: Background Noise, Ad Blocking, Switching Channels


Department
Marketing
Course Code
SMG MK 445
Professor
Didem Kurt
Chapter
3

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From Exposure to Comprehension
3.1 Exposure and Consumer Behavior
Exposure: coming into physical contact with a stimulus
Marketing stimuli: information about products or services communicated by either the
marketer or non-marketing sources
The best products and services fail because consumers aren’t aware
Consumers can be exposed at any stage of the decision process
3.1 a Factors Influencing Exposure
Position of an ad within a medium
When ads are high on search list, in magazines before table of contents or on
back, commercials at start or end of break
Product placement
Within a show
Product distribution and shelf placement effect
Eye level
More stores that carry that brand
Checkout counters
3.1 b Selective Exposure
Control exposure to marketing stimuli
Consumers can seek or avoid or resist
Consumers avoid ads for products they don’t use, are overexposed to or if it’s near
content that they want to focus on - they are likely to create negative attitudes for these
brands
Zipping: consumers record TV shows with DVR and fast forward through the
commercials
Zapping: consumers avoid ads by switching channels during commercial breaks
Consumers are cutting the chord by getting rid of cable for streaming services
Consumers are now taking charge of where, when, and for how long they are
exposed to certain stimuli
Use of ad blocking software is increasing
3.2 Attention and Consumer Behavior
Attention: how much mental activity you devote to something
3.2 a Characteristics of Attention
1. Attention is limited
a. Consumers can’t pay attention to everything, but they can pay attention to
multiple things if it is automatic or effortless (looking at items on a shelf
2. Attention is selective

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a. We select what we want to pay attention to and what we do not want to pay
attention to
b. We pay less attention to things we have seen before
c. Attention can be reflected by goals - if we are using a new product we will give
attention to reading the directions
3. Attention can be divided
a. We allocate attention to different things
b. We can switch attention easily between tasks
c. We can get distracted if one stimuli draws more attention than the other
3.2 b Focal and Nonfocal Attention
Focal attention: what we focus on the stimulus
Nonfocal attention: being exposed to another stimuli
Preattentive processing: we can process information from our peripheral vision even if
we aren’t aware of it
Consumers will like a brand more if they processed it preattentively than if they
hadn’t been exposed to it
Makes a brand more familiar
Prominence: stand out relative to environment because of their intensity
Concreteness: defined as the extent to which we can imagine a stimulus
3.2 c Customer Segments Defined by Attention
1. Consumers paid minimal attention to an ad because it had no relevance
2. Focus on visually pleasant elements of the ad
3. Spend long time looking at the ad, to picture, packaging, text etc.
3.2 d Habituation
Habituation: when a stimulus becomes familiar it can lose its attention getting ability
To counter this marketers will alter marketing stimuli occasionally like packaging
3.3 Perception and Consumer Behavior
Perception: process of determining properties of stimuli using one or more of the 5
sense: smell, vision, hearing, taste, touch
3.3 a Perceiving through Vision
Size and Shape
Perceives that packages in eye catching shapes have more of a product
Consumers are less sensitive when only one dimension of the package changes
than when it involves all 3 dimensions
Consumers supersize their orders when one dimension of the package is made
bigger and downsize when its enlarged on all 3 because it’s seen more easily
Lettering
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