Chapter 8: Part 2

Question 1

High-impact zones

Answer 1

Placement where impact is high on consumers

Question 2

Isolation

Answer 2

separating a stimulus object from other objects

Question 3

Format

Answer 3

refers to the manner in which the message is presented

Question 4

Adaptation-level theory

Answer 4

suggests that if a stimulus does not change, overtime we adapt or habituate to it and begin to notice less

Question 5

Information quantity

Answer 5

represents the number of cues in the stimulus field

Question 6

Individual factors

Answer 6

characteristics that distinguish one individual from another

Question 7

Motivation

Answer 7

drive state created by consumer interests and needs

Question 8

Smart banners

Answer 8

banner ads that are activated based on terms used in search engines

Question 9

Ability

Answer 9

refers to the capacity of individuals to attend to and process information

Question 10

Brand familiarity

Answer 10

ability factor related to attention, those with high brand familiarity may require less attention to the brand’s ads because of their high existing knowledge

Question 11

Situational factors

Answer 11

include stimuli in the environment other than the focal stimulus

Question 12

Clutter

Answer 12

density of stimuli in the environment

Question 13

Program involvement

Answer 13

how interested viewers are in the program or editorial content surrounding the ads