Chapter 8

8.1 -1(information processing) (perception)

8-1

8.1 -2 (perceptual defenses)

8.2 (exposure)

-1 (zipping)(zapping) (muting) (ad avoidance)

-2 (product placement)

(infomercials) (permission-based marketing)

8.4 (attention)

-1(stimulus factors)

-1

8-2

-2 (intrusiveness) (banner ad)

-3 (attractive visuals) (picture superiority)

-4 (color)(movement)>>

8-3

-5 (position) -- (high-impact zones)

-6 (isolation)

-7 (format)

-8 (contrast) (adaptation level theory)

-9

-10 (information quantity)

-1(individual factors)

-2(motivation) (product involvement) (smart banners) (behavioral targeting)

-3(ability) (brand familiarity)

-1(situational factors)

-2 (clutter) (program involvement)

8-4

-1 (cocktail party effect)

-2 (hemispheric lateralization)

-3(subliminal stimulus)

8.5 (interpretation)

-1 (perceptual relativity)

-2 (semantic meaning)(psychological meaning)

-3(thinking) (emotional) (cognitive interpretation) (affective interpretation)

(expectation bias)

(contextual cues)

-1

-2 (ease of processing) (incongruity)

-3 (stimulus organization) (proximity) (ambush marketing) (closure) - (figure-ground)

-4 (sensory discrimination) (just noticeable difference, j.n.d)() (referent state)

(inference)

-(price-perceive quality)(you get what you pay for)(advertising intensity) (warranties)

-(claim-belief discrepancies)

()Outback (Pontiac) Aztek VUERAV4

8.6

(cross-promotions)

-1(semantic meaning) (morpheme)

-2 (brand extension) (co-branding)

-3

8-1