information processing: part i mkt 750 dr. west agenda information processing framework exposure...
TRANSCRIPT
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Information Processing:Part I
MKT 750Dr. West
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Agenda
Information Processing FrameworkExposureAttentionComprehensionRetention
McGuire’s Model of Ad EffectivenessMeasuring effectivenessTactical Decisions
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Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
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Measuring Advertising Effectiveness
McGuire Model Testing Ad Effectiveness
Expos
ure
Attent
ion
Compreh
ension
Yielding/
Acceptance
Purch
ase
Retention
Success: p(E) p(E)·p(A) p(E)·p(A)·p(C)·p(Y)·p(R)…
Failure:.8 .8 x .7=.56 .8 x .7 x .7=.39 .8 x .7 x .7 x .6=.24 .8 x .7 x .7 x .6 x .8 =.19.2 =.44 =.61 =.76 =.81
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Gaining Exposure
This occurs when there is physical proximity to a stimulus
Selective exposure Consumers deliberately try to avoid our attempts to interact with them
Advertising, Direct mail, Telemarketing
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Gaining Exposure
What’s a marketer to do? Make your message involving
Taster’s Choice “Brewing Romance” Campaign (circa 1990)
Product positioned as “tasting closest to fresh brewed” McCann-Erickson was hired to kick up the emotional connection to the brand
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“Brewing Romance” Campaign
UK Campaign quickly adopted an avid following
British tabloids chronicled the seriesViewers wrote in for autographs Campaign lasted for six yearsSales of Gold Blend soared by 40 percent.Ended with Sharon and Tony wedding and driving happily off into the sunset The campaign was expanded to the US, Canada, Chile, Australia, New Zealand, and Japan
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“Brewing Romance” Campaign
US Campaign launched in 1991
Generated a reaction similar to the UKThe debut of each new “episode” became a major media event, often premiering on network shows such as “Good Morning America.” In February 1998, Taster's Choice ran a contest. The results were announced in Soap Opera Digest
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Gaining Exposure
What’s a marketer to do? Nontraditional approach BMW’s re-launch of the Mini Cooper in 2002
“Giving a small car big 'tude: cute enough for kids to ride, small enough to fit on top of an SUV and sexy enough to be a Playboy centerfold, the new BMW Mini launched with many guerrilla twists and turns.” Brandweek BMW assigned the new unit a paltry $40 million budget and staff just big enough to fill, well, a Mini.
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Nontraditional Approach…
BMW’s re-launch of the Mini Cooper in 2002Kerri Martin was assigned to be the guardian of the brand’s soul. She refused to consider a traditional launch for the car. Instead she looked for novel ways to “create buzz” about the brand.
Target Market: People who see themselves as risk takers, nonconformists, and adventure seekers. These individuals were not defined by their age but by their spirit. Objectives: Reach 25% brand awareness within one year, and sell 20,000 cars.
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Non-traditional Approach…
Magazine ads broke the mold Mini is the first automobile to actually win bragging rights as Playboy's Playmate of the Month in June. Ads ran biographical photos of Mini's "youth" in London, complete with cartoons on the flip-page.
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In the six months preceding the launch, the website registered 210,000 leads. 55,000 visitors signed up to receive the e-mail newsletter Brand awareness levels went from zero to 25% in nine months, and up to 67% by June 2003. Exceeded its sales goal, with 24,590 cars sold in nine months.
Results
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Can there be too much exposure?
OverexposureWhen your brand loses it coolness
HabituationWhen a stimulus becomes familiar it loses it’s attention getting power
Ads lose half their effectiveness after accumulating 1,000 GRPs (approx 10 exposures)
Products are less attractive when everyone else owns one
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Avoiding Overexposure
Avoid overexposure throughLimited availability (scarcity)
Harry Potter
Use different ad executions carrying the same message
Absolut Vodka
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Tactical Decisions
Gaining Exposure Channel/Medium: The general category for message delivery
broadcast (TV, radio), print (magazines, newspaper), direct mail & internet, outdoor …
Vehicle: The specific message carrier The Apprentice, WSJ, COTA busses
Scheduling: How is the media budget distributed?
reach and frequency, breadth of coverage, seasonality
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Consumer Information Processing
Stimuli Exposure
Attention
Comprehension
Acceptance
Retention Purchase
Pre-attentive Processing
Pre-attentive Processing
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Turning Exposure Into Attention
Attention can occur when there is activation of one or more of our five senses.
Each of our sensory receptors has an activation threshold Weber’s Law: JND
The amount of change necessary to be noticed is directly related to the intensity of the original stimulus
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Voluntary Attention
This refers to the conscious allocation of processing capacity to a stimulus.Selective Attention
Occurs when a stimulus is in line with current goals or needs Such attention is selective due to the plethora of messages we are exposed to.
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Involuntary Attention
Occurs due to a built in “novelty monitoring” mechanism
Evolutionary hypothesis – survival was best insured by attending to unusual events in the environment
Triggers: Size, Color, Contrast, Motion, Sounds are noticed Appeals to our hedonic side (food & sex) are also noticed
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Tactical Decisions
Getting Attention Source: The person/organization sending the message
Who: Spokesperson, Celebrity Endorser, Salesperson … Characteristics: Attractiveness, Likeability, Familiarity, Similarity, Identification, Trustworthiness, Expertise, Credibility
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Tactical Decisions
Getting Attention Message Execution: The technique or style utilized in communication
Humor, Emotions, Fear Appeal, Informational, Demonstration, Testimonial, Lifestyle, Jingle…
Comparative vs. Two-sided
Message Elements: Features of the message
Pictures versus words, color & contrast, size & isolation, novelty & motion, music
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Is Getting Attention Enough?
Attention may be short lived You have to use attention well once you have it Attention should be used in the service of building the brand, or attaining other strategic goals
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Comprehension
Refers to the meaning we assign to a sensory stimulusThe most crucial process in CB because…
What consumers perceive and remember determines their actions!
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Comprehension
Perceptions are often the heart of marketing issues/problems.
Olay – P&G faced issues with “Oil of Olay” being perceived as oily and old
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Comprehension
Gestalt Principles: Closure – we have a tendency to complete a figure, or fill in the gaps Processing effort – the effort devoted to interpreting a stimulus leads to better comprehension and memory Figure/Ground – perceptions differ depending upon what the individual sees as figure (dominant) versus ground (background).
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Tactical Decisions
Improving Comprehension Channel/Medium: High Involvement (print, internet) vs. Low Involvement (TV and radio)
Source: Distraction and Affect Transfer
Message Content: Complexity, Ambiguity Scheduling: Repetition
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Information Processing:
• Sensory • Short Term• Long Term
Stimuli Exposure
Involvement Attention Memory
Motivation
Ability Comprehension
Opportunity Acceptance
Retention
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Tactical Decisions
Fostering Yielding/Acceptance Source: Credibility, Similarity & Likeability
Message Execution: Stirring emotions, telling both sides of the story Scheduling: Mere exposure effects
Improved liking Improved recall Improved acceptance
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The Importance of Memory
Marketers use memory-based criteria to judge the effectiveness of their efforts
Ad claims – e.g. day after recall Package and brand recognition Beliefs and brand associations are indicators of “brand equity”
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The Memory Process
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Relationship of Memory Stores
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Encoding & Retrieval
Exposure
Attention
Retention
SignalStrength
Sensory Memory
Short Term Memory
Long Term Memory
Incoming Information
Pertinence
Encoding (Rehearsal)
Retrieval(Cues)
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Facilitating Encoding
Elaboration Closure
Repetition & Rehearsal Jingles
Generating Affect Humor (tricky)
Personal Linkages Autobiographical Memories
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Facilitating Encoding
A Picture is Worth a 1000 Words
Memory for faces of high school classmates was 75% correct up to 40 years after graduation Recognition rates for 600 ads! (Shepard)
Time Delay 0 2 hrs 3 days 7 days 120 days% correct 98% 99% 92% 87%
58%
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Feelings
Ads can evoke feelings or emotions Hallmark, McDonalds, Kodak
There is a bias toward retrieving positive memories which result in…
More feelings during an ad More favorable attitude toward the ad and the brand
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Facilitating Retrieval
Encoding-specificity Memory is context dependent, thus memory performance is improved when contextual cues present at encoding are retrieval are the same
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Summary
Familiarity breeds liking while tedium invites argumentation and criticism
Use attention well (to build your brand)once you have it, or it will be short lived
Advertising is often used to set expectations which influence our experiences
A brand’s message must remain the “figure” and shouldn’t be overshadowed by other elements
Exposure
Attention
Comprehension
Retention
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Assignment
Read Chapter 16