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소비자행동론 원어 Consumer Behavior 중간고사 요약

저작시기 2014.10 |등록일 2015.12.10 워드파일MS 워드 (docx) | 20페이지 | 가격 3,000원

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본문내용

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

Selective exposure
- 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?
Best exposure
1. Advertainment
Advertising + Entertainment

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