MRKT 452 Lecture Notes - Lecture 10: Mastercard, Availability Heuristic
11 Jun 2018
School
Department
Course
Professor
Important)for)Brands
Brand&Names&=&remember&brand&name&=&consider&it&for&purchase
•
Brand&Benefits&=&remember&brand&benefits&=&attitude&towards&brand&will&
improve
•
Experience& with&Brand&=&remember&good&experiences& =&attitude&towards&
brand&will&improve&+&may&recommend&it&to&others
•
Memory)=)often&have&poor&memory&=&people&sometimes&remember&the&ad&but¬&
the&brand
Failures
Interference)of)Stronger)Link
MasterCard&vs.&Visa&=&Mastercard&logos&were&everywhere&on&the&
2002&World&Cup&Final&and&most&said&Visa&sponsored&the&final&
because&Visa&is&the&stronger&link&to&credit&cards
§
Canon&vs.&Kodak
§
Add&a&strong&link&=&e.g.&McGill&alumni
§
Confirmation)
Bush&vs.&Kerry&debate&=&both&made&the&same&number&of&
grammatical&mistakes&but&people&recalled& more&mistakes&for&
Bush&since&they&have&the&expectation&that&Bush&is&sloppy&with&
language
§
For&bad&meals&you&recall&bad&service&even&if&the&service&was&
actually&good
§
Sleeper)Effect)-remember&the&message&but¬&the&source
Rumors
§
Negative&advertising
§
Repetition&=&availability&heuristic&=>&repeat&a&lie&a&thousand×&
and&it&becomes&the&truth&
§
Improving)Memory
Chunking)-reduces&number&of&units&to&be&encoded&into&memory&=&
reduces&problem&of&selective&attention
Easier&to&remember&=&514-738-3294&vs.&649-738-3294&&because&
for&Montreal&residents&514&is&one&chunk/unit
§
Imagery)-imagery&processing&capacity&is&greater
Memory&can&process&words&(verbal&processing)&and&senses&
(imagery&processing)
§
Show&picture&with&brand&benefits
§
Visualization&helps&memory
§
Recirculation)-passive,&repeated&exposure
Slogans
§
Ad&jingles
§
Retrieval)Cues)-help&remember&ad/brand&information&seen&earlier
Logos&at&point-of-sale&=&visual&+&brand&benefits
§
Exam&preparation
Learn&at&home□
Learn&in&test&classroom&=&retrieval& cues&in&the&classroom&
help&memory&in&the&actual&test
□
§
Mood
Positive&mood&=&remember&good&experiences&with&the&brand
§
Create&positive&mood&in&stores&by:
Greeting□
Free&candy□
Food&samples□
Popular&music□
§
Memory
Thursday,& 29&March& 2018
11:43&AM
Document Summary
Brand names = remember brand name = consider it for purchase. Brand benefits = remember brand benefits = attitude towards brand will improve. Experience with brand = remember good experiences = attitude towards brand will improve + may recommend it to others. Memory = often have poor memory = people sometimes remember the ad but not the brand. Mastercard vs. visa = mastercard logos were everywhere on the. 2002 world cup final and most said visa sponsored the final because visa is the stronger link to credit cards. Add a strong link = e. g. mcgill alumni. Bush vs. kerry debate = both made the same number of grammatical mistakes but people recalled more mistakes for. Bush since they have the expectation that bush is sloppy with language. For bad meals you recall bad service even if the service was actually good. Sleeper effect - remember the message but not the source.
