Exposure, Attention, Perception, Comprehension Flashcards
(37 cards)
Define exposure
The process by which the consumer comes in
physical contact with a stimulus.
Define position of an ad within a medium
refers to the likelihood that consumers will come into contact with a marketer’s brand, which is influenced by the placement and timing of advertisements within different media formats
- magazines with a big picture on the back tend to attract more consumers
- a commercial break in a program to keep viewers engaged
Define product placement
where brands are integrated into entertainment content (like TV shows, movies, or games) to increase consumer exposure by aligning the product with content the audience is already engaged with.
Define shelf placement (eye level)
The specific location of a product on a store shelf (e.g., at eye level), which more likely catches consumers attention influence them to purchase, however for kids, at adults’ “touch” level as that is their eye level
Define product distribution
The extent to which a brand is available across multiple retail locations, greater distribution increases the chances that consumers will encounter the product.
Selective exposure
Consumers search certain stimuli but avoid or resist others
Zipping (selective exposure)
Zipping is the act of fast-forwarding through commercials in recorded TV shows or skipping online ads, allowing consumers to avoid marketing content during media consumption.
Zapping (selective exposure)
when consumers actively avoid advertisements by changing channels during commercial breaks.
cutting the cord (selective exposure)
Choosing streaming services over cable or free-to-air television, choosing mobile/laptop devices over T.V, binge-behaviour of series, placing adblockers etc. making it harder for marketers
Define marketing stimuli
offerings communicated either by the marketer (e.g. ads) or by non-marketing sources (e.g. word of mouth)
Define attention
the amount of mental activity a consumer devotes to stimulus
Limited attention
means consumers can’t focus on all stimuli at once, but can process multiple familiar or effortless stimuli automatically.
Selective attention
the process where consumers focus on stimuli that interest them while ignoring familiar or less relevant ones due to limited attention capacity.
Attention can be divided meaning
refers to the ability to split focus across multiple tasks or stimuli, though doing so can reduce how much attention each stimulus, like an ad, receives.
Attention can be weakened due to habituation
Habituation is when repeated exposure to a stimulus reduces attention to it over time, prompting marketers to refresh ads, packaging, or store layouts to regain consumer attention.
Focal vs Non focal attention
Focusing on a stimulus (focal attention) while at the same being exposed to other stimuli (non-focal attention)
Making the stimulus personally relevant
increases attention when stimuli align with a consumer’s needs, values, or goals, achieved through relatable content, rhetorical questions, emotional appeals, or product placements in familiar media.
Pre-attentive processing
The non-conscious processing of stimuli, such as in peripheral vision (“just enough attention”)
Making the stimulus pleasant
attract consumer attention by incorporating elements like attractive models, familiar music, or humor, each triggering positive emotions that make marketing more engaging and noticeable.
Making the stimulus surprising
capture attention through novelty, unexpectedness, or puzzles, as these elements break from routine and spark curiosity, though marketers must balance surprise with clarity and relevance.
Making the stimulus easy to process
Ease of processing enhances attention and depends on four key characteristics of a stimulus:
Prominence – features like size, movement, or shelf placement that make an item stand out.
Concreteness – how easily a stimulus can be imagined or visualized.
Limited competition – fewer surrounding distractions increase noticeability.
Contrast – distinct differences from nearby stimuli help capture attention.
Define guerilla advertising
promoting offerings in an unconventional way to grasp attention of public in more personal/memorable level
Define perception
the process of taking in a stimulus using vision, hearing, taste, smell, and touch (beginning of comprehension stage)
Sensory memory
Sensory memory is the brief storage of information from the five senses (sight, sound, smell, etc.), lasting only seconds. It includes echoic memory (hearing), iconic memory (sight), and olfactory memory (smell), and serves as the first stage in processing sensory input.
