Summary
Summary ALL INTERACTIVE LECTURES 2024 MARKETING COMMUNICATION
- Course
- Institution
interactive lectures 2024 marketing communication
[Show more]
Seller
Follow
floorlieskamp1
Reviews received
Content preview
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
▪
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller floorlieskamp1. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.66. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53340 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now