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Summary ALL INTERACTIVE LECTURES 2024 MARKETING COMMUNICATION
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interactive lectures 2024 marketing communication
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Interactive lecturesWeek 2- Interactive part: breaking through the advertising clutter
How campaigns can stand out?
- Attracting attention: involuntary attention
- Magnifying attention: voluntary attention
- Sustaining attention: ease of processing and emotional language
Pringels packaging as a ‘’smart’’ communication strategy
Question: what makes Pringles to stick out?
1. They make use of the saliency effect (novelty)
2. They make use of the horizontal centrality effect
3. They make use of the primary effect
4. They make use of the picture superiority effect
Answer: packaging stands out, novel / salient packaging. Private labels copied it, making it less salient
Increasing involuntary attention
- Various communication cues can increase an automatic orienting responses
o salient, original, and novel stimuli (Saliency)
o Centrally located stimuli (Horizontal Centrality)
o Stimuli presented first (Primacy)
o Pictures (Picture Superiority)
- Oftentimes unconscious and unintended
- ‘’attractors’’’
- Associated with bottom-up processing
Arousal explains the relationship between saliency, focal attention, and elaboration
- Yerkes-Dodson law
Saliency in an advertising context
Question: life and death? → not really in this case with the tape
,Saliency in a OHH context
out of home advertising
Mini cooper trash
Good or bad practice?
➔ Very salient, however attention is not always positive attitudes, we need to make a distinction
between awareness and attitudes. Connecting trash and a car might not be the best
Women’s Aid campaign: Involuntary or voluntary attention?
- Voluntary versus involuntary? It can be both
o Voluntary attention: self-referencing, we can stop it. It is also related to spatial
proximity (its very close)
o It increases involuntary attention because it’s a salient stimulus. You cant ignore
- Good or bad practice
o Good practice: raising awareness about general issue, but it is not giving a solution
Jaywalking in Quebec
, - Voluntary versus involuntary?
o Attract attention via salient stimuli
o High arousal, so not able to allocate high cognitive capacity
- Involuntary: obvious, out of home, very safe, very big.
o Bottom-up processing
- But it should also be voluntary attention, because you need to know what the brand behind it
is. When you know the ad, the ads get stronger to you
- It’s a combination of both attentions
Question: this campaign increases
- Personal relevance: it applies to most of us
o In this case personal relevance good answer
- Self-referencing: a technique to personally address someone, using the first name with the
idea of making people more attentive to the information
o Chocomel: ‘’will you join again’’
▪ Packaging with letters
o E-retailers with messages with your name in it (Zalando) → pay more attention to the
message
▪
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