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Exercise 2 - MKTG 3040 003 Feb 11 2008 Exercise#2...

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MKTG 3040 003 Feb. 11, 2008 Exercise #2 Exposure/Attention/Comprehension Product placement is growing in importance for the marketer of today. The three key aspects of product placement are; Exposure, which is the process by which the consumer comes into contact with the stimulus; Attention, the process of allocating mental activity to a stimulus; and finally Perception, the registering of the stimuli by one of our senses. This final piece of product placement, perception, is what the Ads for Calvin Klein are targeting. Perception can be through vision, hearing, taste, touch and through any other way we can take in stimulus. Smell is an additional way to take in these stimuli and the Calvin Klein ads take advantage of this. The ad for Calvin Klein is placed very well in a product placement consideration. They are able to gain exposure because their ad is in a magazine and any one reading it will see the ad. They are able to get attention to the ad by making the page thicker than any other, which makes the ad different and it captures attention. This capturing of attention is very important because
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