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Study Guide 2 - How Advertising Really Works Learning...

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How Advertising Really Works 26/09/2007 10:05:00 Learning     Understand & Associate Memory Think Effective copy Perception     Exposure, Attention, Awareness, Interest & Relavance Persuasion     Attitudes, Emotions, Involvement, Conviction Feel (affective) Powerful images Behavior     Trial Purchase Repeat Purchase Other Behaviors: Visit, Call, Click Do (Action) Theories of Motivation Maslow’s hierarchy of needs     o Have to progress up through the hierarchy of needs
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McClelland’s Theory of Learned Needs     o Thinks needs aren’t inherent – rather learned o Achievement, Control, Affiliation Maintaining Optimum Stimulation Levels     o Sensation seekers – need to be continuously aroused or maintaining a  high Don’t like to watch a show from beginning to end, wouldn’t  watch a movie twice, PIP o Like to stay lower Ppl who’d watch a movie many times because they know how it  ends, comfortable Priming     o If I prime your senses/ attitude – set you up to think of someone else Ads aired b/w 5-7…gets you to think about being hungry Fundamental Attribution Error     o I’m late not because I was running late, but because of traffic – they’re  late because they’re lazy Perception  (the first step) The message registers and makes an impression Exposure, attention, awareness, interest, and relevance comprise the  perception process o Exposure     : placing the message in a medium the target audience will  encounter o Attention     : creating an engaging ad (don’t flip the page, change the  channel) o Awareness     : making an impression on the consumer, creating top of  mind awareness o Interest and relevance     : pulling power, making the ad personally  relevant
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Selective perception     o Selective exposure      – we expose ourselves to media/ppl/things that we  agree w/ or align with o Attention      – taking note when you hear something that pertains to me o Distortion      – selective hearing – messages that we agree with o Retention      – remembering what I choose to remember Learning & Persuasion  (could both happen simultaneously) Learning is a  cognitive  reaction that promotes understanding of AD messages NEED TO KNOW – what components an actual AD is appealing to for applied  exam questions Learning can be cognitive or conditioned Persuasion is the feeling or emotive side of response (many ads) o (ie…classical conditional theory) o Gap commercials – music ppl like…like the music, like the  product/brand
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