Exposure, Attention, and Comprehension on the Internet

Exposure, Attention, and Comprehension on the Internet

Consumer Behaviour :
Marketing Strategy in Action: Exposure, Attention, and Comprehension on the Internet

Case Study Background :

Case Study Background @ 8 Marketing Strategies on Internet:
1. Creating a good site name .
2. To have the most popular extension. - make sure the site comes up near to the Top 30 of the list on any web searches.
3. Try to reach out proactively to potential customers and brings them to your site. (Traditional ads: T-shirts, Radio spot ,......)
4. Use sports sponsorship to increase visibility.
5. Banners ads.
6. Partnerships to reach people who are online.
7. Pay people.
8. E-mail campaigns

Question 1: Consider the e-mail campaigns discussed in the case. Why do you think these campaigns were successful? :

- The client who are interested. - Low cost. - Immediate. - Interactive.
- Help to spread your message to many clients at the same time 24 / 7 anywhere in the world.
- Not expected to visit customers, but offering them the letter.
- Make the work easier and can detect immediately if the e-mail addresses are wrong (typing error, bounced email).
- Help to increase in the volume of sales.

Question 1 (b) Discuss the attention processes that were at work.

• Factors Influencing Attention • Variation in Attention • Marketing Implication

ATTENTION PROCESSES

Factors Influencing Attention :
Factors Influencing Attention Involvement
- determined by the means
- end chains activated from memory, related affective responses, and arousal level. – consumers who experience high involvement because of an intense need will focus their attention on marketing stimuli that are relevant to their needs.

Environmental Prominence
- to attract attention of consumers.
- marketers should create the features of their product as something that can stimuli in the environment.

Marketing Implications :
Marketing Implications
Intrinsic Self-Relevance