ADV 319 Psychology of Advertising Exam #1

Real-Life Learning

- Parts of our lectures present facts - Parts of our lectures offer narratives - Course content makes its way into your semantic and episodic memory. - Semantic memories help develop vocabulary The episodic memories last longer...because of Elaborative Rehearsal...

Music as a part of classical conditioning

- Some advertisers use well-known songs to promote their products - Linking a song to a product creates a link between that product and the song. Every time you hear the song you think of the product

Receptors

- eyes - ears - nose - mouth - fingers - skin

Functional illiteracy (rate in US)

1 in 7 US adults

LOHAS

Acronym for "lifestyles of health and sustainability" - Refers to people who worry about the environment, want products to be produced in a sustainable way, and spend money to advance what they see as their personal development and potential

US v. Texas Demographics From Lecture

Age - Texas is somewhat younger than US Gender - Gender is equal between Texas and the US Education - Texas is less educated than US % in poverty - Texas has a higher percentage of poverty than the US Race/ethnicity: Hispanic - Texas has a significantly higher percentage of Hispanic people than US

Concept nodes, Associations

How we think of a schema - Concept nodes and "associations" created through learning, direct experience or constructed/ perceived similarity

Consumption Process

Identification of a need or desire, info search, evaluation of alternatives, purchase, and post purchase behavior (includes disposal) - Pre-purchase issues, purchase issues, post-purchase issues - Buy, throw away, buy again - Ex. Clutch video

Stimulus Selection Factors

In addition to the receiver's mind-set, characteristics of the stimulus itself play an important role to determine what we notice and what we ignore - Marketers need to understand these factors so they can create messages and packages that will have a better chance to cut through the clutter. - For example, when researchers used infrared eye-tracking equipment to measure what ads consumers look at, they found that visually complex ads are more likely to capture attention. - Aka we are more likely to notice stimuli that differ from others around them

Trade Dress

Includes the colors associated with specific companies - Eastman Kodak's trade dress protects its usage of its distinctive yellow, black, and red boxes.

Cognitive Development

Limited: below age 6, children do not use storage and retrieval strategies Cued: between ages 6 and 10, children use these strategies, but only when prompted Strategic: children ages 10 and older spontaneously employ storage and retrieval strategies

Advertising

Marketing communication intended to modify or maintain attitudes, beliefs or behaviors. - Often result of paid message placement in various mass media channels. - Not that different from PR, expect the goal is not maintain relationships its focused on getting people to do, feel, or think something.

Children as consumers

Observing : onset < 1 year Making requests : onset .5-2 years Making selections : onset 1-4 years Making assisted purchases: onset 2-6 years Making independent purchases: onset 4+ years

Sensation

Refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers, skin) to basic stimuli such as light, color, sound, odor, and texture.

Materialism

Refers to the importance people attach to wordily possessions.

Engagement

Senses are active further and draw on cognitive resources and memory which leads to selection - The more attention the more engagement***

Social Marketing

Strategies use the techniques that marketers normally employ to sell beer or detergent to encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving.

Perception

The process by which people select, organize, and interpret these sensations. The study of perception, then, focuses oden what we add to these raw sensations to give them meaning.

Greenwashing

When companies makes false/exaggerated claims about how environmentally friendly their products are.

Memory in Learning

Without memory there is no learning. Acquiring info and storing it over time so that it will be available when needed.

Lovemarks

- A marketing concept that is intended to replace the idea of brands - Loyalty beyond reason - Immediately recognized as having a place in your heart Kevin Roberts and Saatchi & Saatchi - In August 2016, Kevin Roberts, the executive chairman of Saatchi & Saatchi, stepped down after saying in an interview that the debate about gender bias was "over" and implying that women lacked the right kind of ambition for leadership.

Hips Don't Lie

- Advertisers can use well-known songs to promote their products - create pairings so song and brand stored together in memory - Schema associated with Shakira song as young kid think of slumber parties - How does this relate with learning theory: Products that go with hips don't lie: jean brand

"The Office" example

- Altoid experiment - Jim pairs mints with the sound of the computer rebooting noise

Behavioral Theories

- Assume that learning takes place as the result of responses to external events. - Less concerned about what people are thinking more about what they DO. - Textbook: assume that learning takes place as the result of responses to external events - Psychologists who subscribe to this viewpoint do not focus on internal thought processes. - Instead, they approach the mind as a "black box" and emphasize the observable aspects of behavior. The observable aspects consist of things that go into the box (the stimuli or events perceived from the outside world) and things that come out of the box (the responses, or reactions to these stimuli).

Instrumental Conditioning

- Conditioning effects are more likely to occur after the conditioned stimulus (CS) and the unconditioned stimulus (UCS) have been paired several times. Repeated exposures to the association increase the strength of the associations and prevent decay of these associations in memory. Many classic advertising campaigns consist of product slogans repeated often to enhance recall. The Rolaids campaign which asked, 'How do you spell relief? ROLAIDS' is a personal favorite. But for this to work, the UCS must repeatedly be paired with the CS. Otherwise, extinction occurs. Extinction means that the association is forgotten. - Even when associations are established, too much exposure can turn negative. In that case, the association may change in terms of whether it is perceived as positive or negative. That's what happened to Izod when its logo became too exposed on a variety of clothing and products. - Jared and subway, Jennifer Aniston and Aveeno, Verizon guy and Sprint

Tiger Woods example from lecture

- Example of UGC - Televised shot took on a life of its own - in typical Youtube-enabled fashion - even Nike's ad maintained the elements of an amateur - - YouTube video Video zooms in on his nike swoosh on shoe

Exposure

- Frequently encountered stimuli habituate as the rate of exposure increases - Exposure occurs when a stimulus comes within range of someone's sensory receptors - We can orient, concentrate ignore, or completely miss stimuli - We notice stimuli that come within range for even a very short time if we choose. That's why Cadillac developed a 5-second commercial to illustrate that Cadillac's can go from zero to 60 in less than 5 seconds.

Learning

- Is acquiring new (or modifying existing) knowledge, behaviors, skills, values, or preferences - Marketers realize that long-standing, learned connections between products and memories are a potent way to build and keep brand loyalty. Textbook - Relatively permanent change in behavior caused by experience.relatively permanent change in behavior caused by experience. - The learner need not have the experience directly, however; we can also learn when we observe events that affect others.

Lush

- Observer Ethical Awards 2014 winner: Lush. The Observer is the editorial section of the international news organization The Guardian. - "Lush keeps a close eye on its own house, with salaries at the top not rising more than 17 times above those at the bottom; a ratio even conscientious competitors...don't come close to. It goes beyond basic fair-trade agreements and invests at grassroots level with the communities that produce its ingredients, with a minimum of 2% of money spent on raw materials poured back into sustainable farming projects."

Interpretation

- Refers to the meaning we assign to sensory stimuli, which is based on schemas - Priming attempts to invoke a specific schema - The meaning we assign to a stimulus depends on the schema, or set of beliefs, to which we assign it. In a process called priming, certain properties of a stimulus evoke a schema. This leads us to compare the stimulus to other similar ones. In this ad for Toyota, the living room evokes an image of a car because of the seat arrangement

Extinction, wear out, counter example

- Repeated exposure increases learning - More exposures increase brand awareness - Too much exposure can lead to wear out - As exposure fades, extinction occurs - Counterexample: celebrities - research says if celeb a great fit to brand - conditioning lasts long after relationship ends

Contrast

- Stimuli that differ from others around them In general, we are more likely to notice stimuli that differ from others around them - Message creates contrast in many ways - Size—The size of the stimulus itself in contrast to the competition helps to determine if it will command attention. Readership of a magazine ad increases in proportion to the size of the ad.70 Color—As we've seen, color is a powerful way to draw attention to a product or to give it a distinct identity. Black & Decker developed a line of tools it called DeWalt to target the residential construction industry. The company colored the new line yellow instead of black; this made the equipment stand out against other "dull" tools.71 Position—Not surprisingly, we stand a better chance of noticing stimuli that are in places we're more likely to look. That's why the competition is so heated among suppliers to have their products displayed in stores at eye level. In magazines, ads that are placed toward the front of the issue, preferably on the right-hand side, also win out in the race for readers' attention. (Hint: The next time you read a magazine, notice which pages you're more likely to spend time looking at.)72 A study that tracked consumers' eye movements as they scanned telephone directories also illustrates the importance of message position. - Consumers scanned listings in alphabetical order, and they noticed 93 percent of quarter-page display ads but only 26 percent of plain listings. Their eyes were drawn to color ads first, and these were viewed longer than black-and-white ones. In addition, subjects spent 54 percent more time viewing ads for businesses they ended up choosing, which illustrates the influence of attention on subsequent product choice.73 - Another study reported that advertisers can increase brand recall and choice if they change the location of brand logos and product depictions across ad exposures.74 - And products that are located in the center of a person's field of vision are more likely to receive attention.

Women in advertising crisis Stats entry level vs. exec/corp Sexual harassment stats women & men general & work Circled definitions from UT

- Women in advertising crisis women hold 30% of leadership positions in ad world although women make up 78% of advertising For women in Advertising, it is still a 'Mad Men' World Gender equity is a matter of ethics and employee well-being - Stats entry level vs. exec/corp Women make up ½ the workforce at entry level, but just 29% of corporate or executive positions at Adv, Media & Tech companies are held by women. - Sexual harassment stats women & men general & work Harassed: 60% of US women, 27% men 69% of those women harassed at work, 60% of those men Harassment defined unwelcome conduct based on sex; suggestive leering or staring, telling lewd jokes, displaying of affection, touching - Circled definitions from UT (harassment from UT appendix) Unwelcome intentional touching; or deliberate physical interference with or restriction of movement Explicit or implicit propositions to engage in sexual activity Gratuitous comments, jokes, questions, anecdotes, or remarks of a sexual nature about clothing or bodies Persistent, unwanted sexual or romantic affection Subtle or overt pressure for sexual favors Exposure to sexually suggestive visual displays such as photos, graffiti, posters, calenders, or other materials; or Deliberate, repeated humulitation, or intimidation based upon sex

Elaborative Rehearsal

A cognitive process that allows information to move from short-term memory into long-term memory by thinking about the meaning of a stimulus and relating it to other information already in memory (happens in working memory) - Anything that we spent time on a lot in class like discussions---elaborative rehearsal: thinking further about it. As you think more about it, more connections will be made

The DWP Clip

A great example of how a color trickles down the fashion industry is reflected in the 2006 movie The Devil Wears Prada. - 2000 color of the year Cerulean Blue - Everything the girl wears is thought of by the advertising company - Cerulean picked up by different designers and fizzles out to market level until you see it everywhere and then its no longer a thing

Market Access

Ability to find and purchase goods and services (1 in 5 US adults have disability that interferes w/daily life)

Beer Porn campaign viewed in clas

Ads are always developed to target specific demographics - Targeted to 18-30 year old men - Failed strategy - Even their target was confused - "Much like the brewer's attempt at satire on International Women's Day by launching a "beer for girls," this publicity stunt received widespread backlash on social media for being "confusing" and "sexist".

Cognitive Learning Theory

Approaches stress the importance of internal mental processes. - This perspective views people as problem-solvers who actively use information from the world around them to master their environments. - Supporters of this view also stress the role of creativity and insight during the learning process An Ocean Spray commercial for diet cranberry juice illustrates how marketers can harness their knowledge of cognitive theories to tweak marketing messages. The spot features two men, in the role of cranberry growers, who stand knee-deep in a bog. A group of women who are exercising joins them. - Originally, the ad depicted the women having a party, but a cognitive scientist who worked on the campaign nixed that idea; she argued that the exercise class would send the diet message more quickly, whereas the party scene would confuse viewers who would spend too much time trying to figure out why the group was celebrating. This extra cognitive activity would distract from the ad's message. - And, contrary to standard practice in advertising that the actors name the product as early as possible, she decided that the main characters should wait a few seconds before they mention the new diet product. She reasoned that viewers would need a second or so more time to process the images because of the additional action in the ad (the exercising). In a test of which ads got remembered best, this new version scored in the top 10 percent

Public Relations

At its core, public relations is about influencing, engaging and building a relationship with key stakeholders across a myriad of platforms in order to shape and frame the public perception of an organization.

Biases (schemas)

Because our schemas are rooted in our our memories and experiences...they can be biased. Our interpretation is not always objective Because we seek consistency with: - Our Prior experiences - Our biases - Our needs

Perceptual process

Begins with stimulus exposure. •Senses pull in information, orient us to the stimulus. •We then allocate attention, engage senses more, and draw on cognitive resources to... •Select, focus-in on pieces of the available data and interpret.

Bobo Doll Experiment Video

Behavior is learned from enviro through process of observational learning - children who were exposed to aggressive model with bobo doll on TV were more likely to imitate aggressive behavior themselves - boys 3x as likely to model aggressive behavior than girls Bandura studied observation and modeling of aggression - First in person then viewed on TV - Looking for evidence of what he called "social learning" - Widely held belief at the time was that watching violence lead to a reduction in violence, 'cathartic' or 'releasing' - Found similar results in experiment when children watched violence on TV

Vision

Color provokes emotion - Reactions are biological and cultural Color in US is becoming brighter, more complex One reason may be the ability to pre-produce complex colors online and in ink - Women see color better, men 16 times more likely to be color blind - Marketers rely heavily on visual elements in advertising, store design, and packaging. They communicate meanings on the visual channel through a product's color, size, and styling. - Color can also be part of a brand's sensory signature.

Color as Commodity

Commercial printing allowed for color to become a commodity. - The translation of color from nature into visual graphics is a science that took off in the 1950s with the company that is now known as pantone. - Pantone designed formulas and names for colors that allowed anyone with the formula to reproduce an exact color

CSR, Ways to Practice

Corporate social responsibility A focus on making a positive impact on the various stakeholders in an organization's larger community. - Cause marketing is a popular strategy that aligns a company or brand with a cause to generate business and societal benefits. Ways to practice - Environmental efforts: Businesses regardless of size have a large carbon footprint. - Philanthropy: Businesses can donate money, products or services to social causes. - Ethical labor practices: This is especially true of businesses that operate in international locations with labor laws that differ from those in the United States. - Volunteering: Attending volunteer events says a lot about a company's sincerity.

Multitasking Videos

Digital Lives - The Science Behind Multitasking - Dr. Earl K. Miller: talks about research done at MIT. People are not good at multitasking as they think they are. Brain is really making predictions about what is happening. Ex. Driving and talking on the phone, not seeing what is in front of you. Humans have a flexible mind, but at cost—called switch-cost. Human mind is curious, so we try to maximize these interests -work in quiet environments, planning to be productive to deal with not multitasking, finding ways to reduce our temptations. Why the Human Brain Can't Multitask - Researchers thought awhile ago that we could hold 7 things(magical number 7) in our mind at once, but it is actually 2-4 things that we are switching back and forth between. Nicholas Carr speaker. Our short term working memory has a very small capacity. Working memory—what your aware of. When we take too much info in at once things start coming in and out of our working memory. Cognitive overload: overworking your working memory, never focusing on one thing at one time.

Endowment Effect

Encouraging shoppers to touch a product encourages them to imagine they own it, and researchers know that people value things more highly if they own them

Skype Ad

Example of a narrative - Two people that share a similar problem being brought together, and this site allowed this to happen. - Moms found each other (one and US and other and Australia) they talked about how they deal with girls with disabilities, girls lost touch, skype enabled them to establish a life long relationship and skype makes it possible for them to meet in person - Multiple layers of audiences: Can look at the emotions of both the young girls and the adults Trigger our episodic memories: through showing the long distance relationship without ever meeting, people can relate to friends they have made because of disabilities, and friendships we have made in general

Exposure, Reinforcement

Exposure - Occurs when stimulus comes w/in range of someone's sensory receptors Reinforcement - Repetition increases learning, along w/exposure - Repeated exposures— repetition—increase the strength of stimulus-response associations and prevent the decay of these associations in memory. - Some research indicates that the intervals between exposures may influence the effectiveness of this strategy as well as the type of medium the marketer uses; the most effective repetition strategy is a combination of spaced exposures that alternate in terms of media that are more and less involving, such as television advertising complemented by print media. Negative Reinforcement - not negative, want someone to do something - Perfume company - woman not wearing fragrance - She could've avoided this experience

Forgetting, decay, interference

Forgetting: unable to remember any specific information see, heard, or read in the last 30 days Decay: structural changes that learning produces in the brain simply go away Interference: one way forgetting occurs; as additional info. is learned, it displaces the previous info. learned

Encoding, Storage, Retrieval

Happens when we THINK about a stimulus... - How ENGAGED we become with the information leads to different types of storage in memory - The way we encode, or mentally program, information helps to determine how we will represent it in memory. In general, it's more likely we'll retain incoming data when we associate it with other information already in memory. - A narrative or story holds a lot of the social information we acquire. Narratives tend to persuade people to construct mental pictures of the information they have seen or heard and this helps the memory to be strong. - Sometimes we process a stimulus simply in terms of its sensory meaning, such as the literal color or shape of a package. We may experience a feeling of familiarity when we see an ad for a new snack foods we have recently tasted. In other cases, we encode meanings at a more abstract level. Semantic meaning refers to symbolic associations, such as the idea that rich people eat caviar. Episodic memories relate to events that are personally relevant to us. As a result, our motivation to retain these memories will be strong. We call especially vivid memories flashbulb memories. For example, where you were when you first heard about the 9/11 attacks could be held in your memory as a flashbulb memory. - In the encoding stage, information enters in a way the system will recognize. In the storage stage, we integrate this knowledge with what is already in memory and "warehouse" it until it is needed. - During retrieval, we access the desired information.

Haptic

Haptic senses most basic of senses; we learn this before vision - Haptic senses affect product experience and judgment Recent research found that participants who simply touch an item for 30 seconds or less had a greater level of attachment with the product. - This connection in turn boosted what they were willing to pay for it. Touch-related sensations - Appear to moderate the relationship between product experience and judgment confidence. - Confirms the commonsense notion that we're more sure about what we perceive when we can touch it (a major problem for those who sell products online)

Albert Bandura

Hypothesis: Exposure to a behavior causes replication of that behavior. Dep. & Independent variables: - Independent variable: the type of model Aggressive model is shown to 24 children Non-aggressive model is shown to 24 children No model shown (control condition) - 24 children - Dependent variable: how the children played after exposure - Main finding: children exposed to aggressive tv people will act more aggressive themselves. - Boys were nearly three times likely to do this. - Why 60s mattered: everyone started watching TV, and this altered behavior. Bobo experiment video. TV became mass marketers really fast. Happening when the assassination of the president was happening and proceeded with Vietnam War=people had the harsh reality on tv =>and people wondered if this was effecting people's psych - Why the study is important: allows to see when children's are not fully developed as critical thinkers.

Focus of Advertising

In advertising we focus on the best appeal to the people we need in a personally meaningful way at a specific moment in time so that we might impact their actions.

Weber's Law

In the 19th century, a psychophysicist named Ernst Weber found that the amount of change required for the perceiver to notice a change systematically relates to the intensity of the original stimulus. The stronger the initial stimulus, the greater a change must be for us to notice it. - Ex. If a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers, it should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount) for shoppers to realize a difference.

Ethnic food preference (top 3) from lecture

Italian, Mexican, Chinese

Incidental Learning

Learning is a relatively permanent change in behavior. Sometimes we learn when we don't even try - Unintentional acquisition of knowledge

Stimuli

Light, color, sound, odor, and texture are examples of stimuli - What actually causes the sensation

80/20 Rule

Marketers use the 80/20 rule - 20% of users account for 80% of sales. - This guideline holds up well and, in some cases, even this lopsided split isn't big enough

All Memory terms defined in lecture

Memory Acquiring information and storing it over time so that it will be available when needed Types of memory (know this picture) - Sensory: When you heard beep she played in class you know in a second what it is Ex.: Fire Alarm sound in class Knowing what something feels, tastes like - Attention: Know if a sound is dangerous - Short term: **while things are in short term memory, you can hold 2-3 things in that are distracting you - Knowing someone's name - Limited in capacity - Switch cost is the weakness: mind switches over to something else Elaborate: actively thinking about Semantic memory - Storage of facts - A brimmed hat covers your head and blocks the sun (functional purpose) Episodic memory - Relate to events that are personally relevant. - As a result, a person's motivation to retain these memories will likely be strong. Couples often have "their song," which reminds them of their first date or wedding. We call some especially vivid associations flashbulb memories (where were you when you first heard that Osama bin Laden was dead?). In addition, recall of the past may affect future behavior. A college fund-raising campaign can raise more money when it evokes pleasant college memories than when it reminds alumni of unpleasant ones. - I wore a brimmed hat and didn't get sun in my eyes when I wanted to read on the beach (experienced based) Declarative memory - Conscious of semantic and episodic memory Non-declarative memory - Not conscious - Includes motor skills, priming, classical conditioning, and reflexes

Tempo

Mood Media (aka Muzak) uses sound and music to create moods High tempo = more stimulating )/exciting Slower tempo = more relaxing

Narratives

Narratives can be used to build and/or trigger semantic and episodic memories. - An example of a narrative ad for Skype The semantic connections relate to what Skype does as a service - The episodic connections: skype brought two girls together who both had one arm and they would talk about their experiences

Classical conditioning

Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. - Over time, this second stimulus causes a similar response because we associate it with the first stimulus - The formerly NS(bell) stimulus (bell) has now become a conditioned stimulus and elicits a response (hunger). - NS: bell, introduce it to the dog and they ignore it - US: food, dog is drooling, did not have to teach it to do this - C: pair NS and US - AC: overtime they dog will become condition the bell with being hungry and salivate

Observational Learning

Occurs when we watch the actions of others and note the reinforcements they receive for their behaviors. - In these situations, learning occurs as a result of vicarious rather than direct experience. - This type of learning is a complex process; people store these observations in memory as they accumulate knowledge and then they use this information at a later point to guide their own behavior. Cognitive learning theory approaches stress the importance of internal mental processes. - This perspective views people as problem solvers who actively use information from the world around them to master their environments - We watch/observe others. - We think about the behavior. - We model(imitate) behavior we see.

Odor, Scents

Odors - Odors stir emotions or create a calming feeling Ex. Burger King in Japan sells a "Flame Grilled" fragrance to customers who want to smell like a Whopper smell can trigger memories, alert danger, and wake us up. Smell of smoke alerts us! Some of our responses to scents result from early associations that call up good or bad feelings, and that explains why businesses explore connections among smell, memory, and mood Scents Marketers use scents: - Primary product attribute (perfume, room scent) Secondary attribute (Ivory soap, Play-Doh) --even though it suppose to do something else, soap clean ur body, it remind you of your childhood of your mom doing laundry Advertising and sales promotions (e.g., samples) Ambient (piped into the point of purchase environment) - Companies spray perfume on their clothes and its always the same experience when you go all over the world same layout and smell Some brands utilize scent easily. For instance, Starbucks requires baristas to grind a batch of coffee each time they brew a post instead of just once each morning to ensure customers have that intense smell during their Starbucks' experience.

Stimulus Organization

One factor that determines how we will interpret a stimulus is the relationship we assume it has with other events, sensations, or images in memory. When RJR Nabisco introduced a version of Teddy Grahams (a children's product) for adults, it used understated packaging colors to reinforce the idea that the new product was for grown-ups. But sales were disappointing. Nabisco changed the box to bright yellow to convey the idea that this was a fun snack, and buyers' more positive association between a bright primary color and taste prompted adults to start buying the cookies.

Pantone, Color of the Year 2020

Pantone's Color of the Year influences product development and purchasing decisions in multiple industries, including fashion, home furnishings, and industrial design, as well as product packaging and graphic design. - Classic Blue

Perceptual Selection

People attend to only a small portion of the stimuli to which they are exposed

Meaning of Consumption

People often buy products not for what they do, but for what they mean. - Ex. Watching tv while having a glass of wine is different than watching/ more special.

Personal selection factors

Perceptual vigilance - we are more likely to be aware of stimuli that relate to our current needs. perceptual defense Opposite of perceptual vigilance - we tend to see what we want to see—and we don't see what we don't want to see Ex. If a stimulus threatens us in some way, we may not process it, or we may distort its meaning so that it's more acceptable. For example, a heavy smoker may block out images of cancer-scarred lungs because these vivid reminders hit a bit too close to home. Adaptation - the degree to which consumers continue to notice a stimulus over time.

Schemas, types

Pre-existing knowledge is stored in memory in structures called schemas. - Schemas are networked structures that can organize and simplify incoming information

4 P's of Marketing

Product, Price, Promotion, and Place Product - good, service (for PR, campaign product = a relationship) Price - $, value, need Promotion - PR, advertising - my school Place - distribution

Sound (and memory)

Recent research suggests that what we hear influences what we see. - Sound can enhance visual memory. (using music helps u study overtime) Sound also affects people's feelings and behaviors Mood Media (aka Muzak) uses sound and music to create moods - High tempo = more stimulating )/exciting - Slower tempo = more relaxing Sound symbolism - process by which the way a word sounds influences our assumptions about what it describes and attributes, such as size - Ex. consumers are more likely to recognize brand names that begin with a hard consonant like a K (Kellogg's) or P (Pepsi). We also tend to associate certain vowel and consonant sounds (or phonemes) with perceptions of large and small size. Mental rehearsal of prices containing numbers with small phonemes results in overestimation of price discounts, whereas mental rehearsal of prices containing numbers with large phonemes results in underestimation. Audio watermark - A technique where composers and producers weave a distinctive sound/motif into a piece of music that sticks in people's minds over time - Ex: BMW uses this to establish what the brand sounds like," so all of its messages end with a melody "underscored by two distinctive bass tones that form the sound logo's melodic and rhythmic basis." BMW claims this sound signature represents "sheer driving pleasure

User-Generated Content (UGC)

Refers to anything that people create and share/ When everyday people voice their opinions or share information in a public online forum - Includes blog posts, pictures, videos, ads made by consumers, and much more - It has been harnessed by marketers to invite consumers to help brands create ads. Doritos has been very successful with this strategy - Value of user generated content--you get the credibility. People promote product even though they aren't getting paid for it, just because they it

Marketing Implications

Repeated exposure increases learning - More exposures, more brand awareness - Too much exposure leads to "wear out" - People eventually tune it out - When exposure fades, extinction occurs - People forget the conditioned pairing - Conditioning effects are more likely to occur after the conditioned stimulus (CS) and the unconditioned stimulus (UCS) have been paired several times. Repeated exposures to the association increase the strength of the associations and prevent decay of these associations in memory. Many classic advertising campaigns consist of product slogans repeated often to enhance recall. The Rolaids campaign which asked, 'How do you spell relief? ROLAIDS' is a personal favorite. But for this to work, the UCS must repeatedly be paired with the CS. Otherwise, extinction occurs. Extinction means that the association is forgotten.

Ethical business according to Ethisphere (e.g., tone from the top)

Roles of conduct that guide actions in the marketplace; these are the standards against which most people in culture judge what is right and what is wrong, good or bad. "The World's Most Ethical Companies are leaders of their respective industries when it comes to key ethical criteria such as: tone from the top, employee well-being, corporate social responsibility, --do you give back to the stakeholders compliance programs - Ex. places where people can report if there are violations of safety Ethical business = good business Marketers have obligations to the people Consumers can impact public policy Consumption can be harmful Tone from the top Top leadership in organizations are visible and need to be perceived as credible & honest, and committed to the ideals the organization espouses.

Market Segmentation

Segmentation identifies groups of consumers who are similar to one another. Then we devise strategies to appeal to one or more groups/segments. - Companies can define segments by identifying their most loyal, core customers or heavy users. - Marketers use the 80/20 rule - 20% of users account for 80% of sales. - When an organization targets its product, service, or idea only to specific groups of consumers rather than everybody

Thresholds, just noticeable difference

Sensory thresholds - the point at which a stimulus is strong enough to make a conscious impact on a person's awareness Psychophysics - the science that focuses on how the physical environment is integrated into the consumer's subjective experience - Absolute threshold refers to the minimum amount of stimulation a person can detect on a given sensory channel Ex. The sound a dog whistle emits is at too high a frequency for human ears to pick up, so this stimulus is beyond our auditory absolute threshold - A highway billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see it. Differential threshold - refers to the ability of a sensory system to detect changes in or differences between two stimuli. Just noticeable difference - The minimum difference we can detect between two stimuli

Shrinking and Counterfeiting

Shrinking - The industry term for inventory and cash losses from shoplifting and employee theft - massive problem for businesses that gets passed on to consumers in the form of higher prices Aka the loss of money or inventory from shoplifting or employee theft Counterfeiting - Where companies or individuals sell fake versions of real products to customers - accounts for more than $600 billion in global losses annually Aka where companies/individuals sell fake versions of real products

Clutch

Stam Goody, is trying to communicate that brands use black athletes as temporary commodities in order to make profit for their company. In the video an African American elite runner promotes a shoe brand called arise. The athlete was the ideal face of his ability to improve over time. However, later the athlete showed his support against police discrimination of African Americans and received bad press for walking off a first place podium. Arise quickly pulled their brand deal with this athlete because they did not want their company to support police discrimination of Africian Americans and lose money.

Demographics

Statistics to measure observable aspects of a population, such as: - Age - Gender & Sexuality - Family structure - Social class/income - Race/ethnicity - Geography

Stimulus generalization, examples

Stimulus generalization: we respond to similar stimuli once conditioned. - Product line extensions - Look-alike packaging for generics - The process of stimulus generalization is critical to branding and packaging decisions that try to capitalize on consumer's positive associations with an existing brand or company name. Marketers can base some strategies on stimulus generalization. Family branding enables products to capitalize on the reputation of a company name. Marketers can use product line extensions by adding related products to an established brand. Licensing allows companies to rent well-known names. Distinctive packaging designs create strong associations with a particular brand. - Companies that make generic or private-level brands and want to communicate a quality image often exploit this linkage when they put their products in similar packages to those of popular brands. - Anti-cholesterol medicine looks like a similar knock off brand

Semiotics, Arnig video

Study of messages as though they are a collection of symbols. Deconstructs a message on what the audience might receive based on things like cultural aspects - Messages have three basic components: object: the product (ex. Bottle of perfume) sign: the image (field of flowers to show that perfume is floral) Interpretant: meaning derived from sign (AD agency can say this was is being perceived did it match with what y'all wanted) Arnig video - Road signs have a clear meaning of semiotics. Subtle shifts like what he is wearing in the video changes the way people interpret meanings. Some of many things come to mind when you look at a logo https://www.youtube.com/watch?v=mA_LM-WMC1A https://vimeo.com/265536155

Subliminal, embeds, etc.

Subliminal perception - Refers to a stimulus below the level of the consumer's awareness. Ex. A German ad agency and the broadcaster Sky Deutschland are teaming up on a new advertising platform that targets weary commuters who rest their heads against the windows of train cars. They call it the "talking window"; it uses "bond conduction technology" that emits vibrations the brain reads as sounds. As the commuter starts to nod off, he or she will suddenly hear a voice inside their head that pitches a product.55 That will get your attention! Embeds - Tiny figures they insert into magazine advertising via high-speed photography or airbrushing - These hidden images, usually of a sexual nature, supposedly exert strong but unconscious influences on innocent readers - Marketers can use both visual and aural channels to send subliminal messages, supposedly. Embeds are tiny figures that are inserted into magazine advertising via high-speed photography or airbrushing. - These hidden figures supposedly exert a strong but unconscious influence on the reader. We can do something similar for auditory messages. - However, there is no evidence to support that subliminal stimuli can bring about desired changes in behavior.

How to create inclusive workplace

TAKE RESPONSIBILITY for your own learning on issues of equity and seek out resources to educate yourself. MENTOR AND/OR SPONSOR an emerging woman leader and encourage your male peers to do the same. SPEAK UP if you notice gender-based assumptions being made about your colleagues' needs, work interests, and competencies. BE ATTENTIVE to whether men and women colleagues are being judged by different standards. Speak up if you observe gender bias at work.

Lifestyles

Targeting lifestyles also helps us to reach people. - Also called PSYCHOGRAPHICS (personality, values, attitudes, activities we do in our spare time, interests, sense of self, sense of belonging) Textbook: focus on personality, values, attitudes, interest, sense of self/belonging, activities we do in our spare time - Ex. Grey Poupon mustard is a "higher-class" condiment

Taste

Taste receptors obviously contribute to our experience of many products - "Flavor houses" develop new concoctions to please the changing palates of consumers. - Cultural factors also determine the tastes we find desirable A food item's image and the values we attach to it (such as how vegans regard beef menu items, which is not kindly) influence how we experience the actual taste - Consumers' greater appreciation of different ethnic dishes contributes to increased desires for spicy foods, so the quest for the ultimate pepper sauce continues. - More than 50 stores in the United States supply fiery concoctions with names such as Sting and Linger, Hell in a Jar, and Religious Experience (comes in Original, Hot, and Wrath)

Marketing

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is not just about products. It is ideas, policies - really anything you have to offer that is of some value to some people. It is not just about selling - it is about creating, delivering, communicating, etc. Putting the right offering in the right place, at the right price, at the right time - and telling people about it

"Black Box" to studying behavior

The behavioral learning theories assume that the consumer is like a black box. The black box indicates that we really don't understand what happens in someone's mind Input (Stimulus) --> Black Box --> Output (Response)

What is a consumer?

The book focuses on consumers of products and services. A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product. Lecture: "disposes of the product" sounds odd... - Ah, but consumers and consumption support our economic system. - Without sustained demand for goods...the economy virtually collapses. - So built into our system is the expectation that we will always buy more...

Adaption

The degree to which consumers continue to notice a stimulus over time. process occurs when we no longer pay attention to a stimulus because it is so familiar. - A consumer can "habituate" and require increasingly stronger "doses" of a stimulus to notice it. - A commuter who is en route to work might read a billboard message when the board is first installed, but after a few days it simply becomes part of the passing scenery. - Several factors can lead to adaptation: Intensity—Less-intense stimuli (e.g., soft sounds or dim colors) habituate because they have less sensory impact. - Discrimination—Simple stimuli habituate because they do not require attention to detail. - Exposure—Frequently encountered stimuli habituate as the rate of exposure increases. - Relevance—Stimuli that are irrelevant or unimportant habituate because they fail to attract attention.

Allocation/Attention

The extent to which processing activity is devoted to a stimulus. - Attention refers to the extent to which processing activity is devoted to a particular stimulus. - The allocation of processing activity can vary depending on the characteristics of the stimulus and the recipient - Allocation can vary depending on characteristic of stimuli and the recipient

Color

There are gender differences in color preferences - People associate darker colors with males and lighter colors with females Age influences our responsiveness to color - As we get older, our eyes mature and our vision takes on a yellow cast - Colors look duller to older people, so they prefer white and other bright tones Explains why mature consumers are much more likely to choose a white car; Lexus, which sells heavily in this market, makes 60 percent of its vehicles in white Trend toward brighter and more complex colors also reflects the increasingly multicultural makeup of the United States - Hispanics tend to prefer brighter colors as a reflection of the intense lighting conditions in Latin America; strong colors retain their character in strong sunlight - Procter & Gamble uses brighter colors in makeup it sells in Latin countries perceptions of a color depend on both its physical wavelength and how the mind responds to that stimulus - Yellow is in the middle of wavelengths the human eye can detect, so it is the brightest and attracts attention - The Yellow Pages originally were colored yellow to heighten the attention level of bored telephone operators our culture and even our language affect the colors we see. The Welsh language has no words that correspond to green, blue, gray, or brown in English, but it uses other colors that English speakers don't (including one that covers part of green, part of gray, and the whole of our blue). The Hungarian language has two words for what we call red; Navajo has a single word for blue and green, but two words for black

What can ads do?

They CAN make you think and feel, but they CAN'T make you act.

Johnnie Walker ad & Latinx segmentation (Brownsville)

Trying to connect with Hispanic identity ---stereotypes of latinos shown and things that oversee these stereotypes.

Commodification of People

Using people to promote your brand, as long as they stay within set guidelines. Basically making money off of people - Ex. Kaepernick and Williams by Nike, clutch video Nike tweeted "You can take the superhero out of her costume, but you can never take away her superpowers" #justdoit" when Serena Williams was judged for her attire. It is most likely that when Nike designed the suit that Serena was wearing, they knew a controversy would happen. Nike also used a similar tactic with Colin Kapernick. Nike used the 80/20 rule where 20% of user account for 80% of sales. - Nike knew that they were going to connect with the 20% of people.

Sensory Overload

We are exposed to far more information than we can process. - Although we live in an "information society," we can have too much of a good thing. - Consumers often live in a state of sensory overload

Perceptual Positioning

When a marketer understands how consumers think about a set of competing brands - Part functional attributes, part symbolic attributes

Priming

When messengers/advertisers attempt to invoke a specific schema with their message - Advertisers can prime a schema to ensure the schema is already activated when you watch the ad. - Ex. When you introduce new spring line of clothes you want to activate any schemas that have to do with spring and make sure they have key reminders of that, so when you see the product you are pairing it with their product

Food Deserts

Where 33% of population or 500 people, live more than a mile from a grocery store in an urban area or more than 10 miles away in a rural area

Wine Consumers (From Lecture)

Wine consumers are more likely to identify as: open to new experiences, following their own path in life (individuals), information-savvy and confident consumers, desirous of intangibles, experiences and emotions, having their life priorities in order, eschewing brands as badges (they buy for the taste, the rating, not the brand). Differences men v. women Women - a strong wine target, but they are less-frequent drinkers overall - Women choose wine more often than other alcohol Women vs Men - Women (53%) and men (52%) basically drink the same amount of wine - In last 3 months men are more likely to drink wine daily or a few times a week - Women are more likely to never consume wine - Women are more likely to drink wine a few times a month or once or less a month Millennials - Overall heavier drinkers, and heavier wine consumers - Interested in healthful, natural fare and have a "foodie" reputation, which translates well to wine marketing - Almost four in 10 consume wine at least a few times a week - Wine market are looking to millennials to advertising to - Rise in wine brands that are "organic" , "sustainable

How to sell scents on T.V.

You have to tie the scent to an experience, so the tv will provide one for you. My Mutant Brain - In this, The Leftovers star Margaret Qualley gyrates throughout a swanky venue, dancing like no one's watching and living the Kenzo World tagline, "take control". But, by the end of the glitz and glamour of the incredibly talented Jonze's spot, we still left scent-less. - This critically lauded Old Spice TV campaign has perhaps the most transparent offer yet; ladies, "your man can smell like me." It's simple And It's effective (at least, for this writer). Because rather than a palate of perfunctory colors selling sex appeal, confidence and control, we're left with an irreverent, unapologetic sales pitch: 'Be Like Me.'

CSR examples from class, Nike

https://www.youtube.com/user/nike Dream Crazy - For 30th anniversary of nike they wanted to celebrate athletes who dreamed crazy Talks about people supporting kaepernick Showed athletes with disabilities, breaking racial norms of sports (girl playing for guys football team) https://abcnews.go.com/Business/nike-sales-booming-kaepernick-ad-invalidating-critics/story?id=59957137 - Nike picks kaepernick, controversial player, for their new ad campaign that says "believe in something, even if it means sacrificing everything" In 2016 Kaepernick kneeled during national anthem at football game in order to protest racial injustice People who owned nike products started destroying them in order to protest, other famous people supported him https://news.nike.com/news/the-anatomy-of-serena-williams-catsuit https://www.forbes.com/sites/brucelee/2018/08/25/will-french-open-ban-serena-williams-catsuit-can-it-prevent-blood-clots/ - People got mad that serena williams wore a catsuit during tennis match Nike then tweeted "you can take the superhero out of her costume, but you can never take away her superpowers" #justdoit It is likely that when they designed the suit, Nike knew controversy would ensue