MKTG 477 1st Edition Lecture 11Outline of Last Lecture I. Low Involvement Learning (Mere Exposure) ModelII. Undercover (Stealth) MarketingIII. Affect Transfer (Attitude Towards the Ad) ModelOutline of Current Lecture II. Information Process ModelIII. Promotional Strategies and examplesCurrent LectureInformation Process Model – assumes that people are rational- Consumers process information in a series of stages, each stage more difficult to process than the previouso Asprin vs. Ibuprofen example – branding works on allo Affect is feelingPromotional Strategies 1. Exposure – being in the physical proximity to the ad stimulus2. Attention – allocating mental stimulus capacity to focus on ad3. Comprehension – making meaning from the ad stimulus (what is it trying to communicate?)4. Yielding/Acceptance/Persuasion – accepting/rejecting ad stimulus5. Storage/Retention – placing ad into long term memory6. 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 example1. Exposure – place the ad everywhere2. 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
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