1. Brand Awareness

Memory Model

(reference graphic and book)

Repetition

(reference graphic in print out)

Perception

- process by which incoming stimuli activate our sensory receptors - occurs when stimuli are registered by one of our five senses

How do we break through the clutter?

1. Make it personally relevant - idea lamp 2. Chose right place - central gaze cascade effect - hemispheric lateralization 3. Make it pleasant (funny, sexy, music) - kevin hart video 4. Make it surprising - shocking - unexpected - use other senses - make it move

Enhancing Memory

Elaboration - thinking about information and relating it to things you already know Recirculation (Repetition) - external - information that you encounter over and over can be transferred to long term memory Rehearsal - actively repeating material to help remember it - read-recite-read Chunking - grouping items together so they can be processed as a unit - combine several units into a larger unit - better if units relate to something we already know

Negative Effects of Repetition

Habituation when a stimulus loses its attention-getting abilities by virtue of its familiarity Wear-out becoming bored with a stimulus Solution same strategy, different ad executions

JND

Just Noticeable Difference BELOW JND - change logo, endorser, or packaging - increases price - copy-cats - decrease quantity of product ABOVE JND - product improvement - price decrease

Positive Effects of Repetition

Mere Exposure Effect when familiarity leads to a consumer's liking of an object Truth Effect when consumers believe a statement simply because it has been repeated a number of times

Biases and Failures of Memory

Primacy & Recency Effects tendency to show greater memory for information that comes first or last in a sequence Part-List Cuing (Lateral Inhibition) being shown some items from a list makes it harder to retrieve the other items Strategic Implication activate competitors that you dominate to suppress those that threaten you Peak-End Rule people judge a past experience largely based on how they felt as its peak (most intense point) and at its end

How to Make a Message Stick

SUCCESs (S)imple - connect to something consumers already know - make further information search and purchase decision easy (U)nexpected - 'girls don't poop' (C)redible - positioning statement, reason to believe (C)oncrete (E)motional (S)tories - review was a story

Retrieval: Explicit Memory

conscious awareness of something you remember Recognition - have I encountered this before? Recall - free: what did you eat? - cued: multiple choice question; was it vegetarian?

Selective Exposure

consumers actively seek certain stimuli and avoid others ex. warby parker, animal friends video Zapping switching channel Zipping fast-forwarding

Perception: Taste

difficult to discern - 15% more yellow coloring, perception of more lime flavor

Perception: Touch

important for products with material properties

Differential Threshold

intensity difference needed between two stimuli before people can perceive that the stimuli are different JND Weber's Law

Perception: Hearing

intensity of noise, speed & pitch of music

Absolute Threshold

minimum level of stimulus needed for it to be perceived

Pre-attentive Processing

nonconscious processing of stimuli in peripheral vision ex. pepsi mouth on highway-side billboard

Attention

process by which an individual allocates part of his or her mental activity to a stimuli 1. Limited in Capacity 2. Selective 3. Can be divided ex. collegiate campaign

Perception: Vision

shape & size, color, font, location - influence on performance (red/detail, blue/creativity) - greater estimated volume change with 1 dimension change - perception ≠ reality

Subliminal Perception

the activation of sensory receptors by stimuli presented below the perceptual threshold

Consumer Based Brand Equity

the differential effect of brand knowledge on consumer responses to the marketing of the brand brand knowledge = awareness + image

Differential Threshold: Weber's Law

the greater the intensity of the original stimulus, the greater the change needed to detect the difference

Perceptual Organization

the process by which stimuli are organized into meaningful units Figure Ground Closure filling in pieces of missing information Grouping use other information around to form meaningful unit

Exposure

the process by which the consumer comes into contact with a stimulus Marketing Stimuli info about offerings can come from marketing sources and non marketing sources

Perception: Smell

varies by individual, attract customers