MKTG 477 1st Edition Lecture 11 Outline of Last Lecture I Low Involvement Learning Mere Exposure Model II Undercover Stealth Marketing III Affect Transfer Attitude Towards the Ad Model Outline of Current Lecture II Information Process Model III Promotional Strategies and examples Current Lecture Information Process Model assumes that people are rational Consumers process information in a series of stages each stage more difficult to process than the previous o Asprin vs Ibuprofen example branding works on all o Affect is feeling Promotional Strategies 1 Exposure being in the physical proximity to the ad stimulus 2 Attention allocating mental stimulus capacity to focus on ad 3 Comprehension making meaning from the ad stimulus what is it trying to communicate 4 Yielding Acceptance Persuasion accepting rejecting ad stimulus 5 Storage Retention placing ad into long term memory 6 Retrieval bringing memory back to consciousness regarding ad 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 Promotional strategies example 1 Exposure place the ad everywhere 2 Attention pop up ads online or magazines Schweitzer ad mailing label for Jeff s chutes quad bowl 3 Comprehension KISS keep it simple stupid 4 Yielding Acceptance overcome by this Active Consumer Model and cognitive response elicitations 5 Storage Retention repetition jingle 6 Retrieval Kindergarten teachers name bring you back Energizer Bunny pictures on label
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