Self selection of stimulus 9 creativity in order to

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Self selection of stimulus 9 Creativity in order to gain exposure 9 Attention Definition 9 The individual 9 Stimulus: size and intensity, colour, position, isolation (Discuss any of these aspects for 1 mark) 9 The situation 9 Interpretation Definition 9 Selective interpretation 9 Misindexing of the message: a novel/amusing situation, an inappropriate attention getting device, ‘me-too-ism’ (Discuss any of these aspects for 1 mark) 9 Distortion: levelling, sharpening 9 Recall/Memory Point-of-purchase promotions 9 Positive-sleeper effect 9 Boomerang effect 9 Overcrowded file space 9 b) Students have to indicate at each step where there might be problems, and indicate how Distell might have to overcome these problems. This section is entirely up to the marker’s discretion. Please divide the 10 marks evenly across the 4 stages of the perceptual process. QUESTION 3 Attitude changing strategies can be obtained from the study guide on p55 and section 9.6 in the textbook. a) Attitude changing strategies Changing the affective component Classical conditioning 9 Producing positive affect toward advertisement 9 9 Mere exposure 99
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MND204T/201 9 Changing the behavioural component Precedence of the development of cognition and affect 99 Behaviour leading directly to affect 99 Instrumental conditioning 9 9 Changing the cognitive component Changing beliefs 9 Shifting performance 9 Adding beliefs 9 Changing the ideal 9 b) Students have to indicate how each component could be used to change current attitudes. Examples for this section of marking could be the following: The ‘met eisch’ slogan is continually paired with the Klipdrift brand 9 . The humorous appeal of the ‘Friendly Frikkie’ advert increases the affect/emotional attachment customers have to the advertisement 9 . Customers could also be more exposed to the Klipdrift advertising campaign, this, on its own, might change customer attitudes 9 . As a special promotion, Klipdrift could be offered on trial at certain events/bars/night clubs. The reason for this is that attitudes developed during the trail of a product are usually strongly held 99 . This attitude could be enforced by point-of-purchase displays as well as price reductions 9 9 . The belief that Klipdrift is a ‘whites only’ drink is being changed in the ‘Friendly Frikkie advert as well as the follow-up advert of ‘Looking for Piet Bruwer’ 99 . This changes the attitude of the potential black consumer to also drink Klipdrift 9 . This section is entirely up to the marker’s discretion. As long as students provide examples for each component, you can grant marks accordingly. Please divide the 10 marks evenly across the 3 components of the attitude changing strategies.
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