| Ad avoidance | Ways for consumers to selectively avoid exposure to advertising messages.
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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.
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| Affective interpretation | The emotional or feeling response triggered by a stimulus such as an ad.
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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.
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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.
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| Brand extension | Where an existing brand extends to a new category with the same name.
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| Brand familiarity | An ability factor related to attention.
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| Closure | Presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.
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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.
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| Cognitive interpretation | A process whereby stimuli are placed into existing categories of meaning.
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| Contextual cues | Play a role in consumer interpretation independent of the actual stimulus in a situation.
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| Cross-promotions | Whereby signage in one area of the store promotes complementary products in another.
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| Exposure | Occurs when a stimulus comes within range of our sensory receptor nerves.
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| Figure-ground | Presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.
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| Hemispheric lateralization | Applies to activities that take place on each side of the brain.
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| Inference | Goes beyond what is directly stated or presented.
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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.
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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.
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| Information processing | A series of activities by which stimuli are perceived, transformed into information, and stored.
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| Interpretation | The assignment of meaning to sensations.
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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.
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| Muting | Turning the sound off during commercial breaks.
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| Perception | Comprised of exposure, attention, and interpretation.
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| Perceptual defenses | Individuals are not passive recipients of marketing messages.
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| Perceptual relativity | An aspect of interpretation that is generally a relative process rather than absolute.
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| Permission-based marketing | The voluntary and self-selected nature of online offerings where consumers "opt in" to receive e-mail-based promotions.
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| Product placement | Shows how and when to use a product and it enhances the product's image.
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| Proximity | Refers to the fact that stimuli positioned close together are perceived as belonging to the same category.
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| Rhetorical figures | Involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.
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| Sensory discrimination | The ability of an individual to distinguish between similar stimuli.
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| Smart banners | Banner ads that are activated based on items used in search engines.
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| Stimulus organization | Refers to the physical arrangement of the stimulus objects.
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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.
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| Zapping | Involves switching channels when a commercial appears.
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| Zipping | Occurs when one fast-forwards through a commercial on a prerecorded program.
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