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31 Cards in this Set
- Front
- Back
information processing
book def |
A series of activities by which stimuli are perceived, transformed into information, and stored.
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information processing stages (4)
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1. exposure (vision)
2. attention ("seen") 3. interpretation (assignment of meaning) 4. memory (ST for immediate decision making or LT retention) (1-3 = perception) Each Audience Informs Men |
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perception
book def |
Comprised of exposure, attention, and interpretation.
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perceptual defenders
book def |
Individuals are not passive recipients of marketing messages.
consumers filter and select marketing and THEY will assign meaning. |
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exposure
random or purposeful? |
ppl seek information they they think will help them achieve their goals.
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3 types of ad avoidance
name and define |
zipping-fast forward
zapping-switch channels muting-no sound |
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product placement
3 components |
Avoid, How, Enhance
1. consumers don't try to avoid it 2. exposure shows how/when to use it 3.enhances product image |
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permissive-based marketing
book def ex. outcome(2) |
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive e-mail-based promotions.
ex./register online to receive coupons outcome 1. consumers control exposure 2. consumers more receptive & responsive |
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attention
book def. determined by 3 factors (name and ex.) |
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
determined by: 1. stimulus-physical ch. (ex. size) 2. individual- distinguishing individual ch. (ex.customer motivation and ability) 3. situation-external environment stimuli (ex./ clutter and program involvement) |
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attention is determined by 3 factors. one is stimulus factors.
10 areas (name, ex.) |
P.F. 4I. S.AV. CM. CE.
size (big to small) intensity (loudness, repetition) attractive visuals (provocative models) color and movement (warm vs. cool, dynamic animation) position (physical space and time, high impact zones) isolation (ex. stand-alone kiosks) format (ex. straightforward presentation) contrast and expectations (unexpected=catch consumer eye ex./lip gloss soda ad) interestingness (increase curiosity, folgers ad series) info quality (avoid information overload on TVs) |
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adaptation level theory
bok def. |
familiarity effect- when ads don't change over time, they get boring! lose effectiveness
to beat it: be unique, surprising! |
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attention is determined by 3 factors. one is individual factors.
2 areas (name, discuss) |
1. motivation (driven by interests and needs)
-product involvement: interest or need in specific category, ST or LT, internal 2. ability- capacity of individual to process info -brand familiarity- the higher the better |
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behavioral targeting strategy
ex. of medium used in _____ factor of attention. |
smart banner-activated based on terms used in search engines.
used in INDIVIDUAL factor of attention |
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attention is determined by 3 factors. one is situational factors.
2 areas (name, discuss) |
1. clutter (ex./how many ads in walmart aisles)
2. program involvement (how interested in show watching? sex and the city on, im watching commercials!) |
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hemispheric laterization
1. book def (L vs. R) 2. subconscious can relate to __ __ effect |
1.Applies to activities that take place on each side of the brain.
Left-rational thought. conscious Right-images and pictorials. nonverbal information 2.subconscious can relate to cocktail party effect (bc you hear name in party, you hear it somehow) |
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subliminal stimuli
type of ___ ____. |
"hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.
type of NON-FOCAL ATTENTION |
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inattentional blindness
def. ex. |
def: mental focus can result in
people not perceiving things that they would otherwise observe. (ex./ pig running across while u counted bounces) |
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interpretation
1. relative or absolute process? often referred to as __ ___. 2. subjective or objective? semantic vs. psychological meaning 3. cognitive interpretation vs. affective interpretation |
1. relative, referred to as PERCEPTUAL RELATIVITY.
2. subjective (semantic-dictionary def. OR psychological-based on experience) 3. cognitive-placed in EXISTING category but affective-triggers feeling (can have both) |
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4 way to attain exposure
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MPPP
• Media advertising • Product placement • Point of purchase • Packaging |
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expectations can ___ perception.
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BIAS!
(ex./ tropicana orange juice vs. unnamed.. you perceive higher performance of tropicana just because you know name!) |
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interpretation-individual ch.
Physiological and psychological traits how does each affect interpretation? |
Physiological-sensitivity to taste ex./bitter
psychological-affect intensity-ppl have different levels of emotions |
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expectation bias
1. which step in perception? 2. which type of factor? 3. ex |
1. interpretation
2. individual factor 3. vanilla and chocolate pudding |
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how situational characteristics affect interpretation
1. context cues (def, indep. of what?) 2. coca cola ex. of situational ch. |
situation provides context within focal stimulus is interpreted (ex./mood of ind.)
1. context cue is INDEPENDENT of actual stimulus 2. coca cola does not advertise during tragic news (nature of programming is contextual cue.) |
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1. ex. of stimulus characteristics of interpretation (3)
2. consumers react to (3) |
1. PPD: the product itself, package, in-store display
2. TOC: traits of products, way it's organized, changes in product |
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1. incongruity can (increase, decrease) attention?
2. causes consumers to go beyond what's on page. this is called ___ ____ (think gestalt). |
1. incongruity INcrease attention WHEN done correctly.
2. rhetorical figures (ex./figure grounding) |
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proximity, closure, figure ground
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proximity-perceive in same category
closure-brain perceives the completion of something figure ground-distincts foreground with background. |
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sensory discrimination
book def. j.n.d. |
the ability of an individual to distinguish between similar stimuli.
1.just noticeable difference-minimum amount one brand can differ from another, or previous version, with the difference STILL BEING NOTICED. (ex. less salty pretzel) |
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4 quality signals
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A.PP.W.B
advertising intensity- more recall of brand Price-perceived=>higher quality Warranty-higher quality Brand recognition-higher quality |
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cross promotion def.
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putting milk ad in cookie aisle
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3 aspects of brand name (name, ex.)
1. LC (2 vocab) 2. BS (2 vocab) 3. LT |
1. linguistic consideration-phonemes, semantic meaning
2. branding strategies- brand extension (levi jeans to upscale suits) and co-branding (2 brands together) |
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2 tasks of advertisement
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get attention and convey meaning
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