MKTG 322 Chapter Notes - Chapter 3: Marketing Mix, Ageplay, Beer Measurement
27 Feb 2017
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Before something can affect consumers, they must be exposed to it. Exposure process by which consumer comes in physical contact with stimulus. Marketing stimuli info about offerings communicated either by the marketer (such as ads, facebook messages, salespeople, brand symbols, packages, prices) or by non-marketing sources (such as word of mouth, news media, and consumer reviews) Can be exposed to marketing stimuli at any stage of decision-making process. Can select what they will be exposed to and avoid other stimuli. Marketers wans cons to be exposed to stimuli that portray favorable light or at time when cons may be interested. Position of an ad within a medium can affect exposure. Ex) magazine ads greatest when appear on inside cover or back cover in view when magazine is placed face down. Most likely exposed to ads next to articles or within tv programs that interest them.
