Summary for the course MarCom by Bosmans, part of the MSc Marketing Management/Analytics at Tilburg University.
Note that this summary doesn't include the book chapters
Contents
Module 2 – Breaking through advertising cluster ........................................................................................... 1
Video 1 – What is Attention? ...................................................................................................................... 1
Video 2 – How campaigns can stand out: increasing attention .................................................................. 2
Video 3 – How campaigns can stand out: increasing ease of processing ................................................... 3
Module 3 – Attitude ........................................................................................................................................ 5
Video 1 – Recap on attitudes and attitude functions ................................................................................. 5
Video 2 – A dual system approach to persuasion ....................................................................................... 6
Video 3 – Cognitive persuasion ................................................................................................................... 8
Video 4 – Recap affect .............................................................................................................................. 10
Video 5 – Affective persuasion.................................................................................................................. 11
Video 6 – Affect regulation ....................................................................................................................... 15
Module 4 – Nudging and choice architecture ............................................................................................... 15
Video 1 - Influence and behavioural economics ....................................................................................... 15
Video 2 - Four Heuristics from BE ............................................................................................................. 16
Video 3 - Confirmation bias & status quo ................................................................................................. 17
Module 5 – Social Nudges and social influence ............................................................................................ 19
Video 1 - Social Networks (who to target) ................................................................................................ 19
Video 2 - Why people rely on others ........................................................................................................ 19
Video 3 - Why people share information .................................................................................................. 23
Video 4 - Endorsers (Celebrities vs. influencers) ....................................................................................... 23
Module 6 – Issues in Media Planning ............................................................................................................ 25
Video 1 – Advertising in a changing media landscape .............................................................................. 25
Video 2 - Advertising repetition ................................................................................................................ 30
Video 3 - Context effects ........................................................................................................................... 31
Module 2 – Breaking through advertising cluster
Video 1 – What is Attention?
Attention:
• Limited
• Selective: You only select the most important/salient objects
• Voluntary or involuntary
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,Module 2 – Breaking through advertising cluster
• A precondition for further processing
Audience Involvement in Advertising: Four levels (Greenwald & Leavitt, 1984)
Subject Attention
Study Theory
Results Stages attention: All stages have a positive relationship with one another:
1) Pre-attention: Little or no capacity is required (automatic processing) (e.g. seeing a
logo, but not recognizing the logo yet, nor making out the details)
2) Focal attention: Little capacity required (e.g. seeing how the logo looks like, but not
yet recognizing it)
3) Comprehension: Modest levels of capacity is required (e.g. recognizing the logo
and brand). You give the object meaning
4) Elaboration: Substantial levels of capacity is required (e.g. the associations you
have with that brand)
Video 2 – How campaigns can stand out: increasing attention
Ways how to increase involuntary attention: Oftentimes unconscious and unintended. The stimuli are
called attractors. The processing is bottom-up: First we see, feel or hear the stimuli, and only then we look
at what we know
• Saliency: They stick out and are hard to ignore, lead to mild psychological arousal and result in
focal attention to the source of stimulation. Three different ways to do this:
o Perceptually prominent: with size, color, contrast etc.
o Novel, unexpected and original stimuli
o Stimuli related to life (sexual) and death
• Horizontal centrality: Centrally located stimuli receive more attention and are more likely to be
chosen
• Primacy: Stimuli presented first receive more attention. For example, in search engines, you have
the so-called golden triangle of internet research, whereby people look mainly at the first search
result, and only half the result in the middle, and almost nothing of the last few search results on
the screen. This is due to a learning effect, whereby we think, from experience, that things listed
first are more important
• Picture superiority: Pictures attract attention, regardless of size. Text and the brand need to be
big in order to receive attention
Yerkes-Dodson law: Arousal explains the relationship between saliency, focal attention and elaboration.
When arousal is too low, the cognitive capacity will be low too. However, when arousal is too high (e.g.
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when you’re extremely scared), the cognitive capacity will be low as well and hence, you can not process
the information well. The optimum is therefore moderate arousal
Ways how to increase voluntary attention: These are oftentimes concious and intented. The stimuli are
called magnitizers. This is with a top-down processing, whereby you first look at what you know, and they
what you feel, see etc.
• Increase self-relevance:
o Personal interest: Information consistent with their goals avoid inattentional blindness.
Irrelevant information is being ignored, such as banners (banner blindness). Hence,
organic results generate more attention and traffic because they are immediately
relevant, and sponsored results often suffer from inattentional blindness. Hence, it’s
important to be aware of the fact that you can waste money by advertising irrelevant
things
o Self-referencing: Attention increases when personalized information is used, such as
with second person wording (“you”) and names
o Proximity: Consumers pay more attention to information that is close:
▪ Sensory proximity: Closeness in experience, such as friends and family. That’s
why spoofs are very effective, since relatives share them with us
▪ Spatial proximity: Closeness in physical space, such as the city you live in
▪ Temporal proximity: Closeness in time
• Curiosity:
o Unfinished ads
o Mysterious ads
o Etc.
Application:
o E(WOM): Comes from people close to use (spatial and sensory proximity)
o Viral marketing: Emotionally vivid (sensory proximity) and is shared via friends
o Blogs: Written by influencers that feel close (sensory proximity)
o Billboards and Abri’s: Prominent and often close in space
Video 3 – How campaigns can stand out: increasing ease of processing
Three ways of increasing ease of processing: If it’s easier to process, fewer resources are needed for
comprehension and elaboration and the more likely it is that information is stored and retrieved
1) With existing knowledge structures: Linking your appeal to what consumers already know makes
it easier for them to comprehend. More memory traces lead to increased encoding, processing
and retrieval, and hence, less attention is needed to thoroughly understand the message. New
associations get connected with existing associations, and strengthen earlier association. The
following characteristics help linking the information to existing knowledge:
a. Visual, as opposed to verbal information
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b. Concrete, as opposed to abstract words
c. Narrative, as opposed to statistical information
2) Dual coding theory: Visual and verbal modalities lead to different encoding strategies. The net
result of verbal codes (words) and visual codes (pictures or imagination) are more and distinct
memory traces. People are able to recall information with high imagery and an absent picture, or
low imagery but with the picture present better than with both a high imagery and a picture
present (since people get confused when the have the imagine something with a picture),
Burnkrant & Unnava (1991)
3) Encoding variability: The more memory traces are available, the easier it is to encode,
comprehend and retrieve the information. Novel, but related, information receives an extra
memory trace. Novelty does not only affect mere attention, but also processing fluency, because
it makes the associative network more elaborate and stable. Slightly different messages (instead
of repeating the same message) has no effect on attention, but increases brand recall (55% vs
28%) and message recall (2.83 vs 1.53), which is due to the variability effect, Unnava & Burnkrant
(1991)
Effects of repeating varied ad executions on brand name memory (Unnava & Burnkrant, 1991)
Study Experiment 1
Subject Encoding variability
IVs • Two execution conditions (same and varying executions) vs control condition
(No ad repetition)
• Attention
DVs (Un)aided brand recall
Method Subjects were presented 30 ads of 21 brands. 5 ads were repeated identically. The
target ad (for a shampoo brand) was also repeated with the same and varying
executions. After that, the aided and unaided brand recall was measured
Results There was a significant difference between the execution conditions and control
condition for both aided and unaided recall. Subjects recalled the target brand name
more often (55% unaided, 83% aided) when they were exposed to varied executions
than when they were exposed to same executions (28% unaided, 39% aided).
This was not due to attention since the reaction time for a secondary task was not
significantly different.
The execution conditions also had a higher message recall than the control group. The
varied-execution was higher (M = 2.83) than same-execution (M = 1.53).
Study Experiment 2
Subject Encoding variability
IVs • Two execution conditions (same and varying executions) vs control condition
(No ad repetition) (same as Experiment 1)
• High vs low processing power
DVs (Un)aided brand awareness
Method The set-up was the same as Experiment 1. In the low processing effort condition
people had to look at the sensory characteristics of the ad, and subjects had to rate
the overall content in the high processing effort condition.
Results Subjects were better able to detect the informational equivalence of the two
executions in the High processing effort condition.
Again, execution conditions had a significant effect on unaided brand recall
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