Classical conditioning and advertising

5,558 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
5,558
On SlideShare
0
From Embeds
0
Number of Embeds
182
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

×