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Marketers can enhance the consumers' ability to access knowledge structures by
employing verbal framing.
Habituation occurs when a stimulus becomes more familiar to people.
Sponsorship marketing involves investments in events or causes for the purpose of
achieving various corporate objectives.
A celebrity endorser will not be perceived as attractive unless he or she simultaneously
possesses the attributes of physical attractiveness, respect, and similarity.
In positioning their brands, marketing communicators draw meaning from the culturally
constituted world and transfer that meaning to their brands.
Research has shown that those who are loyal to a company or brand are more likely to
experience diminished evaluations following negative publicity about that company.
Positioning Advertising Copytesting (PACT) was formulated by Proctor & Gamble to
remedy the problem of mediocre or flawed advertising research.
