Chapter 14Making Contact

Chapter 14Making Contact Chapter 14 Making Contact.pptx 본문 1. Exposure Reaching the Consumer º Traditional Media and Distribution Exposureoccurs when there is physical proximity to a stimulus that allows one or more of a person’s five senses the opportunity to be activated. This activation happens when a stimulus meets or exceeds the lower threshold: the minimum amount of stimulus intensity necessary for sensation to occur. Product placement: a technique in which companies pay to have their products embedded within an entertainment vehicle. º The Internet Companies can use the Internet for making contact with their customers in at least six difference ways. (중략) 2. Attention Short-Term Memory: The Cognitive Resource for Attention º Attention Mental capacity : sensory memory, short-term memory, long-term memory Sensory memory : part of mental capacity used when initially analyzing a stimulus detected by one of our five senses Short-term memory : where thinking occurs Long-term memory : mental warehouse containing all of our knowledge