Chapter 14. Making Contact

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Chapter 14. Making Contact

1. Exposure
2. Attention
본문내용
1. Exposure
Reaching the Consumer
º Traditional Media and Distribution

Exposure occurs 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.
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