Classical Conditioning
• The work of the 18th centaury psychologist
underlies the principles used in much FMCG
advertising...
Classical Conditioning
• Pavlov associated food with the sound of a
bell being run when the food was presented
to the dog
...
Classical Conditioning
• After a month of conditioning the following
experiment was tried
Conditioned Stimulus

Conditione...
Classical Conditioning
Unconditioned stimulus

Unconditioned response

Happy family

natural human desire

Conditioned sti...
Central and peripheral route
• Psychologically, our brains focus attention and effort
on things that are of real importanc...
Classical Conditioning
Takes place in the oldest regions of the brain
NOT associated with cognitive evaluation.
http://www...
Classical Conditioning
How important is your brand/product to the target
audience?
– If it is NOT then structure with anti...
Classical Conditioning
If your brand/product is of real importance to
your target market then structure with climax:
http:...
Cognitive learning
Conscious evaluation of stimulus:
http://www.youtube.com/watch?v=6z-2HBG65pk
http://www.youtube.com/wat...
Operant conditioning
Reinforcing positive behaviours – underpins
most sales promotion and a lot of brand loyalty
schemes.
...
Operant Conditioning
• Coupons v Multipack Offers & Size Increases
• Coupons – increase short term sales, but
undermine pe...
Operant Conditioning
• Multipack offers – have a very detrimental
effect on perceived brand value and in the
long term eco...
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Classical conditioning and advertising

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Classical conditioning and advertising

  1. 1. Classical Conditioning • The work of the 18th centaury psychologist underlies the principles used in much FMCG advertising. Unconditioned Unconditioned Stimulus Response Food Salivation MAR5007 Managing The Brand 1
  2. 2. Classical Conditioning • Pavlov associated food with the sound of a bell being run when the food was presented to the dog Unconditioned stimulus Unconditioned response Food Salivation Conditioned stimulus Conditioned response Bell Salivation MAR5007 Managing The Brand 2
  3. 3. Classical Conditioning • After a month of conditioning the following experiment was tried Conditioned Stimulus Conditioned response Bell Salivation MAR5007 Managing The Brand 3
  4. 4. Classical Conditioning Unconditioned stimulus Unconditioned response Happy family natural human desire Conditioned stimulus Conditioned response buy the washing powder Bold Washing Powder get the happy family http://www.youtube.com/watch?v=imy9izDl_60 http://www.youtube.com/watch?v=jL4IixL_Y2I MAR5007 Managing The Brand 4
  5. 5. Central and peripheral route • Psychologically, our brains focus attention and effort on things that are of real importance to us, and things that are of less importance will receive far little attention and cognitive effort. • Central route – Cognitive adverts – Underlining the importance of understanding our brands position in the attention soma of our target audience. • Peripheral route – classical conditioning MAR5007 Managing The Brand 5
  6. 6. Classical Conditioning Takes place in the oldest regions of the brain NOT associated with cognitive evaluation. http://www.youtube.com/watch?v=5VGhICaSFS8 http://www.youtube.com/watch?v=TdrE1VMxzoE In fact it has been shown that cognitive evaluation undertaken when classical conditioning is being attempted prevents conditioning taking place. MAR5007 Managing The Brand 6
  7. 7. Classical Conditioning How important is your brand/product to the target audience? – If it is NOT then structure with anti-climax http://www.youtube.com/watch?v=T1CYDQG9RIs But look at how Direct line have now used classical conditioning to develop emotional attachment http://www.youtube.com/watch?v=wKntpQ-_dRg&NR=1&feature=endscreen MAR5007 Managing The Brand 7
  8. 8. Classical Conditioning If your brand/product is of real importance to your target market then structure with climax: http://www.youtube.com/watch?v=bg_zxsxyKyM http://www.youtube.com/watch?v=de1vyikBnsg http://www.youtube.com/watch?v=Ce6Al9flcEUhttp://www.youtube.c om/watch?v=Ce6Al9flcEU http://www.youtube.com/watch?v=CJDDL2NuuJ8 MAR5007 Managing The Brand 8
  9. 9. Cognitive learning Conscious evaluation of stimulus: http://www.youtube.com/watch?v=6z-2HBG65pk http://www.youtube.com/watch?v=d60cdZwkzBM http://www.youtube.com/watch?v=1fC9D0_cyKo http://www.youtube.com/watch?v=EYHR8V_7FZ8 MAR5007 Managing The Brand 9
  10. 10. Operant conditioning Reinforcing positive behaviours – underpins most sales promotion and a lot of brand loyalty schemes. http://www.youtube.com/watch?v=0lPYaCFqby0 MAR5007 Managing The Brand 10
  11. 11. Operant Conditioning • Coupons v Multipack Offers & Size Increases • Coupons – increase short term sales, but undermine perceived brand value. MAR5007 Managing The Brand 11
  12. 12. Operant Conditioning • Multipack offers – have a very detrimental effect on perceived brand value and in the long term economic survival. MAR5007 Managing The Brand 12
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