MGMC02H3 Chapter Notes - Chapter 3: Product Placement, Aisle, Product Distribution
Document Summary
Mgmc02 chapter 3: exposure, attention, and perception: Exposure the process by which the consumer comes in physical contact with a stimulus. Marketing stimuli information about offerings communicated either by the marketer via ads, salespeople, brand symbols, packages, signs, prices, and so on or by non- marketing sources, e. g. the media or word of mouth. Factors influencing exposure: position of an ad within a medium. Greatest exposure to magazine ads appear on the back cover in view when. Commercial exposure beginning or end of a commercial break. Product placement commercial-free tv programs within show or placed down before/after the show: product distribution and shelf placement. More widespread the brand"s distribution is, greater chance that consumers will encounter it. Location or amount of shelf space can increase consumers" exposure to products. Most exposure displayed at the end of an aisle or those that take up a lot of.
