Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing Communication > J - neu - Battle for attention > Flashcards

J - neu - Battle for attention Flashcards

1
Q

Attracting attention

Consumer processing model

A
  • Exposure to information
  • Attention
  • Comprehension of attended information
  • Agreement with comprehended information
  • Retention of accepted information
  • Retrieval of information from memory
  • Decision making from alternatives
  • action taken on the basis of the decision
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Attracting attention

How to attract attention?

Emotional Stimulus

A 
Scheme of Childlike Characteristics
Erotic Stimuli
Humor
Fear
Shock
Taboo
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Attracting attention

How to attract attention?

Emotional Stimulus

Scheme of childlike characteristics

A
  • elicits biologically predetermined reaction (liking, caring)
  • background: assured that parent (animals) care for their children

examples:
babys, small animals, chubby-faced children

Characteristics:
big head, high forehead, big round eyes, small nose, small chin, round cheek, short arms and legs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Attracting attention

How to attract attention?

Emotional Stimulus

Erotic stimuli

A
  • elicits biologically predetermined reaction, strong attention
  • sex sells - often used in ads

examples:
focus on breasts, eyes, lips

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Attracting attention

How to attract attention?

Emotional Stimulus

Vampire effect

A

Attention is drawn to the ad but not to the brand or to the message

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Attracting attention

How to attract attention?

Cognitive stimulus

Cognitive stimulation via inconsistencies + techniques

A
  • stimuli that evoke inconsistencies (new, surprising etc.) raise attention and they improve recall
  • inconsistent stimuli are an unexpected task, more thinking is needed, information processing raises

Techniques:

  • optical illusion
  • absurdity
  • humor
  • surprise
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Attracting attention

How to attract attention?

Cognitive stimulus

Cognitive stimulation via inconsistencies

Problem

A
  • cognitive stimuli wear out with repetition

- if the stimuli is evaluated negatively then there might be reactance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Attracting attention

How to attract attention?

Physical stimulus

A

Size:
- big ads in magazines and newspapers attract more attention

Color:

  • signaling colors are activating, mixed colors are less activating
  • stronger attention: many, warm, saturated, pure colorful colors
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Attention Dilemma: More Ads, Lower Efficacy

“Battle for attention”

A
  • there are many homogeneous products
  • among these there is competition pressure which results in higher advertising pressure and increasing number of ads
  • by information overload reactance is caused
  • by homogeneous communication is a wear-out effect caused
  • both options lead to decreasing ad efficacy which in turn again leads to higher advertising pressure

-> in order to break out of this circle one needs to engage in alternative communication

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Guerrilla Marketing

Definition

A
  • an umbrella term for unconventional ad campaigns that aim at drawing the attention of a large number of recipients to the advertising message at comparatively little costs by evoking a surprise effect and a diffusion effect
  • in this way, guerrilla marketing campaigns are highly efficient in terms of ratio of costs and benefits
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Guerrilla Marketing

Evolution of the Guerrilla Marketing Concept

A

Guerrilla Warfare

adaption of the guerrilla concept to marketing

  • > Adaption
  • > Small budget, fast effect

boom of guerrilla tactics

  • > Boom
  • > Small budget, big effect

Development of single concepts (e.g. Ambush, Ambient-, Buzz-Marketing)

  • > Differentiation
  • > originality, surprise, flexibility

Guerrilla-marketing as a integrative, strategic concept

  • > strategy
  • > conceptual integration
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Guerrilla Marketing

LSD-Model of Guerrilla Marketing

A

Unconventional Advertising

  • > has a surprise effect
  • > leads to diffusion effect
  • > leads to low cost effect

-> in combination: guerrilla effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Guerrilla Marketing

LSD-Model of Guerrilla Marketing

Surprise Effect

A

Consumers direct their attention to the advertising message, because they are surprised by the unconventional guerrilla action

Instruments that mainly focus on this effect:
-> Ambient marketing, sensation marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Guerrilla Marketing

LSD-Model of Guerrilla Marketing

Diffusion Effect

A

Consumers voluntarily diffuse the advertising message, because they are surprised or interested in the guerrilla action

Instruments that mainly focus on this effect:
-> Viral Marketing, Buzz Marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Guerrilla Marketing

LSD-Model of Guerrilla Marketing

Low Cost Effect

A

The guerrilla action requires relatively little expenses, because the advertising message is placed and diffused in a flexible and unconventional manner that avoids typical advertising costs

Instruments that mainly focus on this effect:
-> Ambush marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Guerrilla Marketing

Ambient Marketing

A
  • guerrilla variant of classical outdoor advertising

- placed at unusual locations in the direct social environment of the target

17
Q

Guerrilla Marketing

Sensation Marketing

A
  • surprising pedestrians by actions that go beyond the scope of familiarity
  • e.g. commercial flash
18
Q

Guerrilla Marketing

Viral Marketing

A
  • initiating a communication process which spreads like a virus among potential customers
  • usually via electronic media (internet, video clips, smartphones etc.)
19
Q

Guerrilla Marketing

Buzz Marketing

A
  • consumers serve as market researchers, advertisers, distributors etc.
  • fostering the referencing behavior of buzz agents by providing them with product samples etc.
20
Q

Guerrilla Marketing

Ambush marketing

A
  • marketers use an event to promote their brands or companies (like sponsoring)
  • benefitting without having legal permission and without having the duties of an official sponsor
21
Q

Surprise Effect

Circumplex Model of affect

A
  • two bipolar dimensions
  • every emotion is a combination of arousal and valence

-> surprise = strong arousal, no valence

22
Q

Surprise Effect

How is surprise evoked and what are the consequences?

A
  • a person has an expectation
  • between that expectation and the stimulus is a discrepancy -> stimulus contradicts expectations
  • surprise results
  • response: physiological, behavioral, cognitive

Marketing Communication (9 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions