economy culture competition technology place price consumer needs product promotion law
TRANSCRIPT
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EconomyCulture
Competition Technology
Place
Price ConsumerNeeds
Product
Promotion Law
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Ideas/issues for Group Project.
• Don't rely (only) on your own intuitions. Interview 10 people
• Consider Public Service ads: Anti-drug; anti-smoking
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Ideas/issues for Group Project.
• Select a multi-ad campaign and suggest how the campaign could have been made more coherent.
"The secret to success is consistency of purpose.“
Benjamin Disraeli
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What is Burger King’s position?
• “The right food for the right times”
• “Sometimes you’ve got to break the rules”
• “This is a Burger King town”
• “Herb the nerd doesn’t eat here”
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Ideas/issues for Group Project.
• How well does an ad emphasize what the product does?..its differentiating feature?
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Ideas/issues for Group Project.
• Should different versions of an ad be developed for different outlets?
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Ideas/issues for Group Project.
• Could an ad promote market expansion? – 7 up– Arm & Hammer baking soda– Gatorade– baby shampoo or "gentle" shampoo– Miller, the "champagne of bottled beers"
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Ideas/issues for Group Project.
• Does the ad offend important segments?
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Ideas/issues for Group Project.
• Are ads sending a consistent message?
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Ideas/issues for Group Project.
• Does the ad create any negative associations?
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What behavior is the ad trying to affect?
Those not buying in product class
Those buyingother brands
ExistingCustomers
XX
purchasemore
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dog owners
C
D
A
A
B
freshwateraquarium owners
Saltwater aquarium
Crystal Sea users
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What are the goals of advertising?
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UNAWARE
What are the goals of advertising?
inform persuade remind
AWARENESS INTENT PURCHASE
•describe attributes, benefits, & uses
•emphasize an unfullfilled need
•create feelings of interest, familiarity, & liking
•change attribute weights
•create or strengthen positive associations
•weaken negative associations
•retain loyal customers
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The mere exposure effect
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The mere exposure effect
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The mere exposure effect
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The mere exposure effect
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The mere exposure effect
old or new? old or new?
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The mere exposure effect
Circle the figure that you like more.
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The mere exposure effect
Which letter do you like more? Y or Z
Which letter do you like more? I or O
Which letter do you like more? K or L
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The mere exposure effect
Which letter do you like more? H or I
Which letter do you like more? I or O
Which letter do you like more? A or B
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The mere exposure effect:Is Sebastian Weisdorf famous?
first trial one week later
Tetsuya YugeMichael JordanAruth MontaineDavid MansdaleRudy GiulianiSebastian Weisdorf ……
Irene FernandezKen AverillKobe BryantRobynne AleppoMark McGuireSebastian Weisdorf ……
"Not Famous" "Famous"
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The mere exposure effect:Is Sebastian Weisdorf famous?
first trial one week later
Ravi ChivukulaMichael JordanAruth MontaineDavid MansdaleRudy GiulianiSebastian Weisdorf ……
Hwi HwangKen AverillKobe BryantRobynne AleppoMark McGuireSebastian Weisdorf ……
"Not Famous" "Famous"
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The mere exposure effect: Do whitefish love grapes?
first trial one week later
The statue of libertyis made out of graphite.
Saltwater boils at a highertemperature than freshwater.
Whitefish love grapes ……
The fastest human can run39 miles an hour. Mount Everest is the tallestmountain in the world. Whitefish love grapes……
"False" "True"
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How is the mere exposure effect relevant to marketing?
• repeated exposure ⇒ familiarity ⇒ liking • repetition increases believability of claims • high levels of ad repetition can build brand
preferences, even (perhaps, especially!) when consumers aren't paying much attention
• people can develop positive attitudes even if they cannot articulate reasons why
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UNAWARE
What are the goals of advertising?
inform persuade remind
AWARENESS INTENT PURCHASE
•describe attributes, benefits, & uses
•emphasize an unfullfilled need
•create feelings of interest, familiarity, & liking
•change attribute weights
•create or strengthen positive associations
•weaken negative associations
•retain loyal customers
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2 Routes to Attitude Change: Rational & Emotional
YES
YES
Motivation to think hard?
Opportunity to think hard?
Use rationalpersuasion
Use emotionalpersuasion
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Assessing advertising effectiveness
UNAWARE
inform persuade remind
AWARENESS INTENT PURCHASE
recall recognition
attitudes preferences associations
sales
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j brands
Importance Ultra
Weight n Attributes Brite Gleem Crest
(0.6) Decay Prevention 2 7 7
(0.3) Taste 6 6 4
(0.1) Whitening Power 7 5 2
i
ni
iiW
1
1
ni
iiji XW
1
Attitude (j) =
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Back to the group project...
• Specify objective(s) of ads (old & new)• Design an ad that you believe will achieve
the old objectives better or which will achieve different important objectives.
• Establish criteria for measuring whether objectives have been met.– persuade me that they have been met– demonstrate that they have
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"Deceptive" Advertising
• "Puffery" (?)
– "Blatz is Milwaukee's finest beer."
– "You can't get a closer shave" (Norelco electric razors)
• claims without substantiation
– Firestone tires stop 25 percent faster
• implying that a product is needed
– "Every BODY Needs Milk"
• falsely implying advocacy of a brand
– "It’s the detergent that Maytag provides with their washers!"
• omitting an important qualification
– e.g. Will not prevent baldness in most men
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"Deceptive" Advertising
• misleading demonstrations
– "*Window Dressed*" ice cream
• implying that something trivial is important
– Winston's have lowest level of tar of any cigarette – Hawaiian Punch has seven natural fruit juices!
• ambiguous phrases
– Carnation coffee mate is "low in fat“
• impling a benefit that does not exist
– Less than 1 gram of sodium!
– GE lightbulbs save 40% less electricity than other bulbs
– Profile Bread has 7 fewer calories per slice.