Exposure is contact.
It occurs when the consumer is presented with a marketing stimulus.
Marketers are using a variety of traditional and nontraditional tactics to increase stimulus exposure.
Why exposure is important?
= It has to be first stimulation otherwise the next step cannot progress further.
People must be exposed to marking stimuli to buy the product
Mere exposure effect = like ≠ recall
- If people exposed frequently the preference for things are increase because they are familiar with them. (ex, mirror image)
= Passive, repeated exposure
Factors influencing exposure
1. Position of an AD
The beginning / end of TV program
The back cover of magazine
2. Product distribution
More widespread the brand’s distribution, the great preference.
3. Shelf placement
From waist to eye level
Check out counter
- Zipping (빨리감기)
Fast-forwarding through the commercials recorded on a VCR or Video
- Zapping (채널변경)
Switch channels when a commercial comes on
It becomes problem that people can control/skip the exposure
How to maximize marketing exposure?
Advertising + Entertainment