Most marketers are concerned with creating messages about consumer’s thresholds so that it ma get noticed by the audience. At the same time, there are advertisements whose messages have been deliberately designed to be perceived below the conscious level.

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Threshold refers to the lowest level of sensory reception at which a stimuli can be noticed by an individual absolute threshold is the minimum amount of stimulation that can be detected on a given sensory channel. e.g. There may be very creatively designed message on a banner on the road. But if its font size is small enough to be visible, it is not noticed. Thus it is below the absolute threshold.

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