(See related pages)
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| Adaptation level theory | deals with the phenomenon of people adjusting to the level and type of stimuli to which they are exposed. (See page(s) 287) |
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| Affective interpretation | the emotional or feeling response triggered by a stimulus such as an ad. (See page(s) 292) |
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| Ambush marketing | involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not. (See page(s) 305) |
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| Attention | occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. (See page(s) 282) |
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| Banner ads | distinct areas of a website that are linked to a sponsor’s website. (See page(s) 281) |
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| Co-branding | also referred to as co-marketing, brand alliances, and joint marketing, in which two brand names are given to a single product. (See page(s) 299) |
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| Cognitive interpretation | a process whereby stimuli are placed into existing categories of meaning. (See page(s) 291) |
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| Consumer inference | the process by which consumers assign a value to an attribute or item not contained in and ad on the basis of other data in the ad. (See page(s) 297) |
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| Contextual priming effects | refers to the impact that the content of the material surrounding an ad will have on the interpretation of the ad. (See page(s) 294) |
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| Day-after recall (DAR) | the most popular method of measuring the attention-getting power of television commercials. (See page(s) 304) |
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| Exposure | occurs when a stimulus comes within range of our sensory receptor nerves. (See page(s) 279) |
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| Eye tracking | eye fixations. (See page(s) 304) |
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| Hemispheric lateralization | applies to activities that take place on each side of the brain. (See page(s) 290) |
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| Information overload | occurs when consumers are confronted with so much information that they cannot or will not attend to all of it. (See page(s) 288) |
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| Information processing | a series of activities by which stimuli are perceived, transformed into information, and stored. (See page(s) 278) |
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| Infomercials | program-length commercials (often 30 minutes), generally with an 800 number and/or Web address through which to order the product or request additional written information. (See page(s) 281) |
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| Interpretation | the assignment of meaning to sensations. (See page(s) 291) |
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| Just noticeable difference (j.n.d.) | the minimum amount that one brand can differ from another with the difference still being noticed. (See page(s) 296) |
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| Muting | is turning the sound off during commercial breaks. (See page(s) 280) |
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| People meters | electronic devises that automatically determine if a television is turned on and, if so, to which channel. (See page(s) 303) |
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| Perception | comprised of exposure, attention, and interpretation. (See page(s) 279) |
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| Perceptual defenses | individuals are not passive recipients of marketing messages. (See page(s) 279) |
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| Recognition tests | where the commercial of interest, or key parts of it, along with other commercials are shown to target-market members. (See page(s) 304) |
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| Sensory discrimination | the ability of an individual to distinguish between similar stimuli. (See page(s) 295) |
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| Smart banners | banner ads that are activated based on items used in search engines. (See page(s) 289) |
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| Starch scores | the most popular technique for evaluating the attention-attracting power of print ads. (See page(s) 304) |
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| Subliminal stimulus | a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it. (See page(s) 291) |
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| Zapping | involves switching channels when a commercial appears. (See page(s) 280) |
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| Zipping | occurs when one fast-forwards through a commercial on a prerecorded program. (See page(s) 280) |