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MarketingInformationManagement_Spring2012

Whether effective or not such subliminal broadcasts

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Unformatted text preview: inconsistent with… the public interest.” “Whether effective or not, such (subliminal) broadcasts are clearly intended to be University of North Texas 42 deceptive.” University of North Texas 17 Marketing Information Management The ‘59 Chevy Marketing Foundations 1/20/2012 University of North Texas 43 John Cleese & Schweppes Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 44 18 Marketing Information Management Bush “Rats” Marketing Foundations 1/20/2012 University of North Texas 45 Types of Subliminal Manipulation Marketing Foundations • Subliminal Advertising Advertising – Messages hidden in film or video tape – Generally < 5ms exposure rate • Subaudible Messages – Messages embedded in music – Message accelerated or low comparative volume • Subliminal Seduction – Messages hidden in print media or physical items – Not truly "subliminal" "subliminal" 1/20/2012 1/20/2012 University of North Texas University of North Texas 46 19 Marketing Information Management Experiment in Subliminal Perception Experimental Group Control Group Marketing Foundations Coke 5ms exposure 20 minute film 1/20/2012 5ms exposure 20 minute film University of North Texas 47 Experiments in Peception... Peception... Marketing Foundations • Price and quality (taste) – Wine tastes better at higher prices? – 5 ‘wines’ – actually only 3 • Premium priced at $90 and $10 • Cheap priced at 5$ and $45 • Intermediate at $35 – Consumers liked more “expensive” wines best – regardless of reality – Brain scans confirmed • Color and taste – Different colors signal different tastes – Told that colas in different color glasses were different brands, but were actually the same cola – blue, red, green, yellow – Yellow tasted best LT_15Jan08_HigherPriceMoreWeLikeTheWine.pdf 1/20/2012 1/20/2012 University of North Texas University of North Texas 48 20 Marketing Information Management Marketing Foundations 1/20/2012 University of North Texas 49 Experiments Marketing Foundations Advantages: • Allows researcher to investigate cause and effect relationships • Can measure what actually occurs--not what people say Disadvantages: • Can be time consuming and expensive • Not always possible to isolate all possible causal variables • Lack realism, external validity • Laboratory experiments rare in marketing 1/20/2012 1/20/2012 University of North Texas University of North Texas 50 21 Marketing Information Management Test Markets Marketing Foundations Field Experiments • Less control than in lab • Greater external validity; realism Several Types • Standard Test Market • Controlled or Minimarket Test • Simulated Store 1/20/2012 University of North Texas 51 Standard Test Market Marketing Foundations Large scale Most expensive, most time consuming Used to: • Project sales potential, generate sales forecasts • Test alternative marketing programs 1/20/2012 1/20/2012 University of North Texas University of North Texas 52 22 Marketing Information Management Eli Cutter Test Market Marketing Foundations 1/20/2012 University of North Texas 53 Lead advertisement in the Rocky in he ocky Mountain News Marketing Foundations 1/20/2012 1/20/2012 University of North Texas University of North Texas 54 23 Marketing Information Management Marketing Foundations Test Market Cities 1/20/2012 University of North Texas 55 Building the...
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