Marketing Concepts: Exposure Strategies
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Questions and Answers

What is exposure?

Process by which a consumer comes into physical contact with a stimulus using any or all of the 5 senses.

What are 3 ways to get exposure?

In-store displays, freebies, buzz/non-traditional strategies.

What is one key way in which celebrity endorsement has changed?

Celebrities must consider their own personal brand before endorsing products.

What is native advertising?

<p>Promoted posts that tell stories on behalf of brand advertisers.</p> Signup and view all the answers

What is the spectrum of product placement?

<p>It ranges from subliminal placements, used and mentioned, to sponsorship and integration.</p> Signup and view all the answers

Does the number of exposures matter in product placement?

<p>True</p> Signup and view all the answers

According to the podcast, is Facebook listening to us?

<p>No, but it gathers information about us online.</p> Signup and view all the answers

What is attention?

<p>Purposeful allocation of information-processing.</p> Signup and view all the answers

What is the difference between exposure and attention?

<p>Exposure is pre-attentive processing, while attention involves persistence analysis.</p> Signup and view all the answers

What are the three properties of attention?

<p>Selective, capable of being divided, and limited.</p> Signup and view all the answers

What are three ways to get consumers' attention?

<p>Make stimuli personally relevant, surprising, and easy to process.</p> Signup and view all the answers

What is perception?

<p>Interpretation/comprehension of stimuli.</p> Signup and view all the answers

What is the Absolute threshold?

<p>Minimum amount of stimulation that can be detected on a given sensory channel.</p> Signup and view all the answers

What is the Just noticeable difference (JND)?

<p>Minimal difference that can be detected between two stimuli.</p> Signup and view all the answers

When should marketers exceed the JND?

<p>When they want consumers to notice a change.</p> Signup and view all the answers

What is Weber's Law?

<p>The change in a stimulus that will be just noticeable is a constant ratio of the original stimulus.</p> Signup and view all the answers

What psychological concept explains why we adapt to Covid-19 risk?

<p>Adaptation.</p> Signup and view all the answers

What is the elongation bias?

<p>People focus on the elongated dimension of stimuli.</p> Signup and view all the answers

What are Gestalt laws?

<p>Innate laws of organization that help us make sense of stimuli.</p> Signup and view all the answers

In what restaurant are people more likely to underestimate calorie content?

<p>Subway.</p> Signup and view all the answers

What is an example of a placebo effect?

<p>Belief that a high price equals high quality.</p> Signup and view all the answers

Why are poor children more likely to perceive coins as larger?

<p>They associate higher value with the coins due to limited experience with money.</p> Signup and view all the answers

What is a truth sandwich?

<p>Start with the truth, indicate the lie, and return to the truth.</p> Signup and view all the answers

What is memory?

<p>A storage facility of knowledge that one has experienced.</p> Signup and view all the answers

What is encoding?

<p>Transferring information into memory.</p> Signup and view all the answers

What is an associative network?

<p>A cognitive model representing key features of human memory.</p> Signup and view all the answers

What is source confusion?

<p>Misremembering where the information came from.</p> Signup and view all the answers

What are feelings of familiarity?

<p>Confusing familiarity with positive qualities.</p> Signup and view all the answers

What is the best example of a category?

<p>Most easily recalled</p> Signup and view all the answers

What does graded structure mean?

<p>Some members represent the category better than others.</p> Signup and view all the answers

What is a category namesake?

<p>When a brand becomes synonymous with the category itself.</p> Signup and view all the answers

Why are baby carrots packaged like potato chips?

<p>To market carrots to kids as 'junk food'.</p> Signup and view all the answers

Are prototypes more likely to be included in consumers' consideration sets?

<p>True</p> Signup and view all the answers

When is classical conditioning most effective?

<p>For newer products or brand extensions.</p> Signup and view all the answers

What are the four factors that determine classical conditioning's effectiveness?

<p>Strength of unconditioned stimulus, uniqueness of pairing, number of pairings, consistency of pairings.</p> Signup and view all the answers

Match the type of reinforcement with its example:

<p>Positive Reinforcement = Loyalty program results in upgrades Negative Reinforcement = Taking Advil for a headache Punishment = Eating expired food and getting sick</p> Signup and view all the answers

What is modeling in marketing?

<p>Learning by observing the actions of others.</p> Signup and view all the answers

What is the difference between unconditioned stimulus (UCS), unconditioned response (UCR), and conditioned response (CR)?

<p>UCS is a natural stimulus, UCR is a natural reaction to UCS, and CR is a learned response to a conditioned stimulus.</p> Signup and view all the answers

What is one way in which the Nike-Michael Jordan partnership was different from typical celebrity endorsement?

<p>Nike had an athlete endorse their shoes, linking basketball shoes to urban culture.</p> Signup and view all the answers

What is a need, and how do you get consumers to perceive a need?

<p>A need is the discrepancy between actual and desired state, creating tension.</p> Signup and view all the answers

Where are needs and goals stored?

<p>In memory in associative networks.</p> Signup and view all the answers

How does the Apple logo influence creativity?

<p>Brief exposure to well-known brands can lead people to behave in ways that mirror those brands' traits.</p> Signup and view all the answers

Why is a faulty memory valuable?

<p>It can help shape identity and set goals.</p> Signup and view all the answers

What are the two hierarchies of needs?

<p>Maslow's Hierarchy of Needs and ASU's version.</p> Signup and view all the answers

What is an example of the same product being positioned to two different segments of consumers with opposite goals?

<p>Pedialyte and pregnancy tests.</p> Signup and view all the answers

Four triggers of need recognition include __________, __________, __________, and __________.

<p>reminder messages, family life cycle, changing reference groups, boredom</p> Signup and view all the answers

What are the two types of motivation?

<p>Extrinsic motivation</p> Signup and view all the answers

When to use related rewards?

Signup and view all the answers

What is divisibility of rewards?

Signup and view all the answers

What is an example of a rewards structure that expands the repertoire of purchases?

Signup and view all the answers

What is endowed progress and when is it used?

Signup and view all the answers

What is the goal gradient effect?

Signup and view all the answers

Offering a customer 2 free flights for signing up for an airline credit card is a good way to foster intrinsic motivation.

<p>False</p> Signup and view all the answers

If a company wanted to decrease the volume of their soda can slightly while maintaining the same price, this would be an example of taking advantage of which concept?

<p>Just Noticeable Difference</p> Signup and view all the answers

In a commercial, what are the UCS, UCR, CS, and CR when Nike pairs a Beyoncé song that young consumers like with their brand?

<p>UCS = Beyoncé Song, UCR = Liking of song, CS = Nike, CR = Liking of Nike.</p> Signup and view all the answers

Will Jim drink more or less beer if he is in a bar with short, fat glasses compared to a normal tall pint glass? Why?

<p>Jim will drink more because of elongation bias.</p> Signup and view all the answers

Study Notes

Exposure and Attention

  • Exposure refers to the process where consumers come in contact with a stimulus through any of the five senses.
  • In-store displays provide significant exposure, with optimal placements at eye level and child-oriented products at lower heights.
  • Freebies and non-traditional marketing strategies (viral campaigns, social media influencers) also help in gaining exposure.

Celebrity Endorsement

  • Celebrities increasingly consider their personal brand before endorsing products, influencing their partnership decisions.
  • Companies must strategically align with celebrities whose images resonate with their brand values.

Native Advertising

  • Native ads involve promoted content that resembles the format of regular content, raising the risk of confusion for consumers.
  • While poorly executed native ads can hurt user experience, well-placed ads can enhance brand appeal.

Product Placement

  • Supraliminal placements (visible but background) and use in media (e.g., movies) effectively increase brand recognition.
  • Regular product exposure matters, and the impact on memory retention is profound.

Perception and Attention Properties

  • Attention involves allocating cognitive resources to a stimulus and is selective, limited, and divisible.
  • Gestalt principles, like proximity and similarity, reveal how consumers perceive grouped stimuli and influence comprehension.

Memory Systems

  • There are three key memory types: sensory (short duration), short-term (15-30 seconds, 7 ± 2 items), and long-term (unlimited duration and capacity).
  • Encoding is the process of storing information, while retrieval involves accessing stored memories.

Associative Networks and Schemas

  • Associative networks comprise nodes (concepts) linked by associative links that represent consumer memory.
  • Schemas serve as mental frameworks aiding in understanding new products by relating them to existing knowledge.

Marketing Strategies

  • Marketers can improve consumer perceptions through meaningful encoding, which combines new information with pre-existing knowledge.
  • Prototypes act as best examples within a category, influencing consumer consideration sets.

Classical Conditioning

  • Most effective for new products or brand extensions, eliciting emotional responses through the pairing of stimuli.

Consumer Behavior and Misattribution

  • Misattribution occurs when consumers misremember information sources or confuse familiarity with quality, impacting brand perceptions.
  • False memories and source confusion reveal why brand associations can be problematic or misleading.

Truth Sandwich and Misinformation

  • The truth sandwich technique emphasizes presenting facts first, addressing misinformation before returning to the truth.
  • Categorization helps consumers manage information complexity by grouping similar items together.

Marketing Implications

  • Understanding consumer psychology, such as the elongation bias, allows marketers to influence perceptions through product design.
  • The package design of baby carrots as "junk food" leverages appeal to children, showing how marketing tactics can alter perceptions of healthiness.### Classical Conditioning Concepts
  • Unconditioned Stimulus (UCS): Automatically elicits a response, e.g., a celebrity endorsement.
  • Conditioned Stimulus (CS): Neutral stimulus that does not naturally cause a response, e.g., a brand.
  • Conditioned Response (CR): Response gained by pairing CS with UCS, e.g., positive feelings toward a brand after an endorsement.

Factors Affecting Classical Conditioning Effectiveness

  • Strength of UCS: The intensity of response to UCS influences conditioning; popular stimuli reinforce stronger responses.
  • Uniqueness of Pairing: Unique pairings are more effective; competing stimuli diminish effectiveness.
  • Number of Pairings: Increased frequency of pairings leads to quicker conditioning.
  • Consistency of Pairings: Consistent associations enhance results; inconsistent pairings reduce effectiveness.

Operant Conditioning

  • Positive Reinforcement: Behavior is followed by a positive outcome, encouraging repeat action, e.g., loyalty points leading to upgrades.
  • Negative Reinforcement: Engaging in behavior helps eliminate an adverse condition, e.g., taking pills to relieve headaches.
  • Punishment: Behavior leads to negative consequences, discouraging repeat action, e.g., poor restaurant experience leading to avoidance.

Modeling in Marketing

  • Modeling: Learning by observing others’ behaviors and outcomes; consumers modify behaviors based on others' rewards or punishments.
  • Practical Examples: Influencers showcasing fashion trends or advertisements demonstrating product effectiveness, e.g., Apple commercials promoting tech benefits.

Unconditioned and Conditioned Responses

  • UCS Example: Gun; UCR: Flinching response.
  • CS Example: "Easy" button; CR: Flinching in response to the button due to prior associaiton with the gun.

Michael Jordan and Nike Partnership

  • Unconventional Endorsement: Nike’s collaboration with Michael Jordan linked basketball shoes to urban culture, revitalizing brand appeal.

Understanding Needs and Goals

  • Definition of Need: Transition from actual state to desired state; discrepancy creates tension leading to a drive for satisfaction.
  • Storage of Needs: Associated networks in memory hold needs and goals.

Brand Influence on Behavior

  • Impact of Brand Exposure: Brief exposure to recognizable brands can evoke traits associated with those brands, influencing behavior.

Value of Faulty Memory

  • Faulty memory plays a role in identity shaping and goal setting, providing meaning to past events and fostering creativity regarding future scenarios.

Hierarchies of Needs

  • Maslow's Hierarchy: Needs are prioritized, with more pressing needs at the base and less urgent at the top.
  • Differences in Need Hierarchies: New ASU version includes parenting and mate retention as key needs.

Targeting Different Consumer Segments

  • Example Products: Pedialyte marketed to different segments, such as recovery from dehydration and infant rehydration, showcasing opposite consumer goals.

Triggers of Need Recognition

  • Triggers include reminder messages, family life cycle changes, shifts in reference groups, and novelty seeking due to boredom.

Types of Motivation

  • Extrinsic Motivation: Driven by external rewards, e.g., frequent flier programs offering free flights.
  • Intrinsic Motivation: Driven by internal satisfaction, e.g., enjoyment from hobbies or entertainment.

Reward Strategies

  • Related rewards should be used to enhance motivation and encourage repeat behavior.
  • Divisibility of rewards aids in increasing perceived value, leading to more purchases.

Goal Gradient Effect

  • The tendency for people to work harder as they get closer to achieving their goals.

Just Noticeable Difference

  • A slight product change, such as reducing soda can volume while keeping price stable, illustrates this concept; consumers are less likely to notice minor differences in quantity.

Consumer Reaction Examples

  • Nike ad example: UCS is Beyoncé's song, UCR is the liking of the song, CS is Nike, and CR is the favorable perception of the brand.
  • Elongation Bias: Short, fat glasses lead consumers to drink more as volume perception is altered, encouraging faster consumption.

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Description

This quiz explores the concept of exposure in marketing, focusing on how consumers come into physical contact with stimuli. It also examines various methods to enhance exposure, such as in-store displays and strategic product placements. Test your understanding of these vital marketing techniques!

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