Chapter_9_stud Consumer Marketing.pptVIP

* * * * * * * * * 9-* Impact of Repetition on Brand Awareness for High- and Low-Awareness Brands Source: A Study of the effectiveness of Advertising Frequency in Magazines, 1993 Time, Inc. Reprinted by permission. Learning, Memory, and Retrieval 9-* Learning, Memory, and Retrieval Repetition Timing and Advertising Recall Source: Reprinted from H. J. Zielski, “The Remembering and Forgetting of Advertising,” Journal of Marketing, January 1959, p. 240, with permission from The American Marketing Association. The actual data and a refined analysis were presented in J. L. Simon, “What Do Zielski’s Data Really Show about Pulsing?” Journal of Marketing Research, August 1979, pp. 415-20. 9-* Learning, Memory, and Retrieval Consumers can store (code) information in different ways. Storing the same information in different ways (coding) results in more internal pathways (associative links) for retrieving information. Approaches to dual coding in advertising: Varied themes (e.g., work vs. social theme in ad) Varied memory modes (e.g., visual vs. echoic) Dual Coding 9-* Memory interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way. A common form of interference in marketing is due to competitive advertising.(similar ad Is easy to confuse, u can’t remember which one and which) Competitive advertising makes it harder for consumers to recall any given advertisement and its contents. Learning, Memory, and Retrieval 9-* What Can Marketers Do to Decrease Competitive Interference? Avoid Competing Advertising Strengthen _________ learning Reduce __________ to Competing Ads Provide ________ Retrieval Cues Learning, Memory, and Retrieval Initial similarity External 9-* Response Environment Retrieval is also affected by the similarity of the retrieval (response) environment to the original learning environment and type of learning. The more the retrieval situation offers cues sim