MKTG 477 1st Edition Lecture 10Outline of Last Lecture I. The Communication ProcessOutline of Current Lecture II. Low Involvement Learning (Mere Exposure) ModelIII. Undercover (Stealth) MarketingIV. Affect Transfer (Attitude Towards the Ad) ModelCurrent LectureRecent developments paper due next weekTheoretical explanations for how advertising works- Understand the theory/model- Apply this knowledge to an advertising situation Low Involvement Learning (Mere Exposure) Model- Exposure to and familiarity with a brand, via advertising, yield top of the mind awareness and positive feelings toward the brand - “Advertising is like grass”, “you never see it grow, but every once in a while you may have to get out the lawnmower” o Most of us don’t realize advertising is having an affect on us, but… it does, by simply being exposed- Key to this model: make sure people are repeatedly exposed to your brand/product/serviceUndercover (Stealth) Marketing- 60 Minutes video clip – playing a new video game with hand controller in Starbucks to get random citizens to try it, leading them to gain information on the product and therefore buy it - Sony – “Fake tourists” got random people on the streets to use their new camera without knowing they were targeted by marketers- Clothing stores giving their employees discounts so they wear more of their brand (“walking billboard”)These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Unconditioned Stimulus(Ad for Brand X)Conditioned Stimulus(Brand X product)Unconditioned Response(Positive feeling about ad)Conditioned Response(Positive feeling about brand)Affect Transfer (Attitude Towards the Ad) Model- Feelings about the advertisement are transferred to feelings about the brando Via classical conditioning processes- The Office – Altoid experiment with Dwight- Positive association occurs over time from repeated exposures- Affect is
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