CMN 112 Chapter 13: CMN 112 ch 13 textbook notes
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Advertising promotes a product/service as well as symbolize a type of promise. Are messages that companies pay for to shape, reinforce, and change attitudes. Influences consumer behavior on a micro level, but also macro level. (cultural, society etc) Marketing how a society communicates products/services to consumers through activities/processes: advertising, market research, media planning, distribution. **advertising is a part of marketing by not the sole part. Subliminal perception: when stimuli is discriminated by the senses but transmitted in that it couldn"t reach conscious awareness, perception w/o awareness of object being perceived. Brief specific message not perceived @ level of conscious awareness . Effects: 4 reasons subliminal transmitted message influence consumer attitudes/behavior. Ppl have diff thresholds for conscious awareness of stimuli. No guarantee that consumers see the message that is intended. In order for subliminal message to influence attitudes, it must command viewer"s attention. If something is expected to occur, it might. b/c altered cognitive structure leads to behavior changes.
