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Exposure to Comprehension - Coggle Diagram
Exposure to Comprehension
Exposure & CB
Intentional exposure (Active Search)
Accidental exposure
Factors affecting accidental exposure
Product distribution & shelf placement
Position of an ad
when advertising is embedded into the content
Product placement
Native Advertising
Merchandise
Unusual media vehicles
Selective Exposure
Reasons why consumers avoid ad
Zapping
Cutting the Cord
Zipping
Implications of Intentional & Accidental
Selecting Media
Search Engine
Social media Platforms
Location & Time-based advertising
Careful packaging & labelling design
Point of purchase displays
Distribution is Key
Mobile Marketing
Measuring Exposure
Television
Internet
Magazine
Outdoors
Attention & CB
Characteristics of attention
Limited
Selective
Capable of being divided
Factors influencing attention
Affective States: Creative
Involvement: Motivational
Types of attention
Focal Attention
Non-Focal Attention
Pre-attentive processing
Hemispheric Lateralisation
Right Hemisphere: Creativity
Left Hemisphere: Analytical
Enhancing Consumer Attention by making stimulus
Personally Relevant
Fulfilling a need
Similarity to target audience
using mini stories
ask rhetorical questions
Pleasant
Attractive Models
Music
Humour
Surprising
Novelty
Unexpectedness
Puzzle
Easy to Process
Prominent Stimulus
Concrete Stimulus
Limited number of competing stimuli
Contrast with competing stimuli
Further Implications
Diff consumers are differentially affected by advertising & processing
Habituation towards marketing stimuli
Perception & CB
Perceiving through
vision
size and shape
Lettering
Colour
Packaging
Perceiving through
hearing
Sonic identity
Symbolism
Pace of music/ volume
Perceiving through
taste
varying perceptions of what "tastes good"
Perceiving through
smell
Effects of smell on:
Physiological responses & moods
Liking
Product Trial
Buying
Perceiving through
touch
The mere touching of a product (or imagining the action of touching it) can already increase a consumer’s perceived ownership of the item.
When do we perceive Stimuli
Absolute thresholds (Min level of 5 Senses)
Differential thresholds/ Just noticeable difference
Subliminal perception
How do Consumers perceive a stimulus
Figure and Ground (Focus on Front of view)
Closure (Fill in the blanks)
Grouping
Bias (Preference) for the whole
Comprehension
Source Identification
Message Comprehension
Possibility of miscomprehension
Effect of motivation, ability & opportunity on comprehension
Effect of Culture