CHAPTER 14: MAKING CONTACT
1. EXPOSURE
Exposure occurs when there is physical proximity to a stmulus that allows one or more person’s fie
senses the opportunity to be actiated
This actiaton: stmulus meets or exceeds the lower threshold the minimum
amount of stmulus intensity necessary for sensaton to occur
1.1 REACHING THE CONSUMER
1.1.1 TRADITIONAL MEDIA AND DISTRIBUTION CHANNELS
Teleiision, radio, newspapers, magazines, mail and phone primary message carriers
Mass media and traditonal methods of reaching consumers became less efectie but more
expensiie
Now: more fexibility needed to reach diferent consumers
Product placement: companies pay to haie their products embedded within an entertainment
iehicle
1.1.2 THE INTERNET
Companies can use the internet for making contact with their customers in at least 6 diferent ways
1. Business website: The site of the company. Can infuence consumers’ shopping and
purchase behaiiors
2. Search engine marketng: Finding websites through Google etc. Efectie for reaching
new customers
3. Online adiertsing: Keyword ads: appers as “sponsored links or sponsored search
results”. People generally dislike this. It is most efectie when it’s
personalized
4. Email marketng: Inexpensiie. Challenges: deliiery and bounce-back (full seriers,
mailboxes that are full, inialid e-mail addresses, being blocked) AND
getng them to open the mail
Permission based e-mail: recipients haie preiiously granted
permission to a commercial sender to contact them in this fashion
(<-> Spam)
Decrease in opening-rates: more protecton from goiernment, more
sensitie to dangers on the internet
Phishing: using a familiar name so you can send e-mails with the goal
to steal ones identty
, 5. Instant messaging: People are engaging in something that they like to do while
they’ie got these brand images around them. Handy in the
difficult-to-reach market of young consumers
6. Blogs:
Write in exchange for free product samples
1.1.3 ADDITIONAL MODES OF CONTACT
1. EXPOSURE
Exposure occurs when there is physical proximity to a stmulus that allows one or more person’s fie
senses the opportunity to be actiated
This actiaton: stmulus meets or exceeds the lower threshold the minimum
amount of stmulus intensity necessary for sensaton to occur
1.1 REACHING THE CONSUMER
1.1.1 TRADITIONAL MEDIA AND DISTRIBUTION CHANNELS
Teleiision, radio, newspapers, magazines, mail and phone primary message carriers
Mass media and traditonal methods of reaching consumers became less efectie but more
expensiie
Now: more fexibility needed to reach diferent consumers
Product placement: companies pay to haie their products embedded within an entertainment
iehicle
1.1.2 THE INTERNET
Companies can use the internet for making contact with their customers in at least 6 diferent ways
1. Business website: The site of the company. Can infuence consumers’ shopping and
purchase behaiiors
2. Search engine marketng: Finding websites through Google etc. Efectie for reaching
new customers
3. Online adiertsing: Keyword ads: appers as “sponsored links or sponsored search
results”. People generally dislike this. It is most efectie when it’s
personalized
4. Email marketng: Inexpensiie. Challenges: deliiery and bounce-back (full seriers,
mailboxes that are full, inialid e-mail addresses, being blocked) AND
getng them to open the mail
Permission based e-mail: recipients haie preiiously granted
permission to a commercial sender to contact them in this fashion
(<-> Spam)
Decrease in opening-rates: more protecton from goiernment, more
sensitie to dangers on the internet
Phishing: using a familiar name so you can send e-mails with the goal
to steal ones identty
, 5. Instant messaging: People are engaging in something that they like to do while
they’ie got these brand images around them. Handy in the
difficult-to-reach market of young consumers
6. Blogs:
Write in exchange for free product samples
1.1.3 ADDITIONAL MODES OF CONTACT
