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Chapter 8

Across
This strategy is often used in advertising
Is the assignment of meaning to sensations.
An alliance in which two brands are put together on a single product.
Is a series of activities by which stimuli are perceived, transformed into information, and stored.
The voluntary and self-selected nature of such online offerings, where consumers opt in to receive email based promotions
Is a term applied to activities that take place on each side of the brain
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages
A relative process rather than absolute
Is a process whereby stimuli are placed into existing categories of meaning
Banner ads that are activated based on terms used in search engines.
Down
The minimum amount that one brand can differ from another with the difference still being noticed
Turning the sound off during commercial breaks
Is the emotional or feeling response triggered by a stimulus such as an ad.
Involves switching channels when a commercial appears.
Occurs when one fast forwards through a commercial on a prerecorded program
Goes beyond what is directly stated or presented
Occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.