Implications for advertising
5 important questions on Implications for advertising
How can implicit measures add effectiveness?
- Can capture positive effects that would otherwise go unnoticed
- Let the ad person look at the product (R_D__N)
- Product placement research
When/How do we make up our mind?
- Online: immediately
- Recalled arguments weakly related to evaluation
- Elaborate on the info, rely more on this elaboration than the info itself
- Memory-based: later
- Recalled arguments strongly related to evaluation
Proof: Hatsie and Park (1986) with suitability for computer programmer
- Stimulus based: in the presence of the products
- Memory-based: in the absence of the products
What are sources of interference? And on what kind of interference do they work?
- Competitive interference: similar products (coca cola vs pepsi)
- Contextual interference: similar contexts (coca cola ijsbeer vs Halls ijsbeer)
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By what is the interference moderated?
- By processing goal
- By familiarity
- better incorporation in existing schemas
- higher attention for familiar brands
What are solutions for this interference?
- Repeat!
- But not too much (inverted U-shape)
- Primacy and recency effects in ad blocks
- primacy works best, better processing
- Retrieval cues in store (ijsbeer op coca colafles)
- Be careful of Loftus thing
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
