AttentionMemoryAckktion - memorability of your message by...

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How can marketers deliver messages that consumers will pay attention to, remember, and act on?
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Outline Clutter Capturing attention & memory Test Your learning Hype SUCCES
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Capture attention by making the stimulus 1. Personally Relevant Appeal to needs/values Use similar sources Use dramas Use rhetorical questions 2. Pleasant Attractive visuals (color) Music Humor 3. Surprising Novelty Unexpected Movement 4. Easy to Process Prominence Contrast Concrete Simplicity From: Wayne Hoyer & Deborah MacInnis (2001). Consumer Behavior, 2nd Edition, Houghton Mifflin
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Increase the
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Unformatted text preview: memorability of your message by manipulating http://www.phase-6.com/opencms/Products/Scientific-background.html TEST YOUR LEARNING Which ad has the highest recall? Which has the highest recall? #3 A B Which has the highest recall? #10 A B Which has the highest recall? #17 A B Which has the highest recall? #35 A B Which has the highest recall? #38 A B John Stossel, ABC News Made to Stick Chip & Dan Health S implicity (2:00 5:00) U nexpectedness C oncreteness (22:31 -29:45) C redibility E motions S tories...
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AttentionMemoryAckktion - memorability of your message by...

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