MKTG1204 Chapter Notes - Chapter 10: Working Memory, Brand Equity, Umbrella Brand
Document Summary
Role of images, sight, sound, smell, taste & tactile situations: ltm. Unlimited permanent storage; schematic memory (linked to chunking: duplex theory of memory. A theory that processes a distinction between stm & ltm. Stm: 2 kinds of info processing (i) elaborative activities. Use previously stored experiences, values, attitudes, beliefs & feelings to interpret & evaluate info in wm (ii) maintenance rehearsal. Continual repetition of info in order to hold it in wm to solve probs. Basic understanding of an object: episodic memory. Ads can evoke this through narrative advertising: schematic memory. Patterns of association with respect to a particular concept: scripts. Brand image: schematic memory of a brand w/o reference to competing brand, compare product position. Marketing strat designed to achieve a specific brand image for a product. 2: consumers judge the similarity of alternative brands w/o specifying evaluative criteria, product repositioning. Marketing strat aimed at giving a clear & new position for product in minds of consumers: brand equity.
