MGMC02H3 Lecture 3: MGMC02 – Chapter 3 Notes
Document Summary
Factors that influence exposure: back cover because ads are in view whenever magazine is placed faced down. Characteristics of attention: effortless and well practiced that consumers will encounter it exposure than in other positions. Attention is limited - consumers can tend to multiple stimuli if processing them is automatic, Position of an ad within a medium: highest consumer exposure when ads are inside cover or. Selective exposure: consumers seek out and avoid certain stimuli. They avoid ads for products that they do not use have seen before, and that find distracting. They are likely to form negative attitudes toward those brands. Exposure coming into contact with a stimulus. Marketing stimuli info about offerings communicated by marketer/non-marketing sources. Product distribution the more stores carrying the product or brand, the greater the likelihood. Shelf placement products that are placed at end of aisle or waist to eye level will get more. Zipping fast forwarding through commercials on program recorded earlier.
