Knowledge%20and%20Understanding-1

Knowledge%20and%20Understanding-1 - Knowledgeand...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Knowledge and  Understanding Marketing 3250 September 14, 2009
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Overview of Knowledge and  Understanding Knowledge content:  “the information  that consumers have already  learned about brands, companies,  product categories, ads, people,  etc. ..” Categorization:  “using prior  knowledge to label, identify and  classify something new”
Background image of page 2
Schema of a Banana Yellow Which of these are most salient for you?
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Schemas vs. Images Schemas:  “the set of associations  linked to a concept” Images:  “a subset  of associations  that reflect what something stands  for and how favorably it is viewed” McDonald’s = Brand Image Golden Arches Veggie Burgers
Background image of page 4
Scripts Scripts:  “a special type of schema  that represents knowledge of a  sequence of events” This knowledge helps you accomplish  tasks quickly and easily
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
What is a Brand? A name, term, sign, symbol or design 
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 26

Knowledge%20and%20Understanding-1 - Knowledgeand...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online