Exposure
Exposure occurs when a stimulus comes within the range of someone's sensory receptors. Consumers concentrate on some stimuli, are unaware of others, and even go out of their way to ignore some messages. We notice stimuli that come within range for even a very short time-if we so choose. However, getting a message noticed in such a short time (or even in a longer one) is no mean feat. Before we consider what else people may choose not to perceive, let’s consider what they are capable of perceiving.