memory is

ADVERTISING PSYCHOLOGY
6.
MEMORY AND LEARNING
MEMORY IS
the process in which information is
(1)encoded,
(2)stored and
(3)retrieved.
“memory foodstep:”
ENGRAM
Memory helps us to overbear the
troubleful situations of our life....
Memory centrals (Broadman Fields)
Memory Storage
“HD” + “RAM”
SM
Sensor Memory
STM
Short Time Memory
REPETITION!!!!
LTM
Long Time Memory
2005
DDBO
Three psychological laws of memory
► positivity effect Emotions boost the memory.
Informations connected to emotions are preferred.
► priming effect Previous experiences impact the
memory. Also the subliminal perceptions “prepare”the
better remembering .
► sleeper effektus . The permanent repetition moderates
the verity perceptions.
“ If it is said often, it will be seemed true!”
Frequent Repeating:
PARROTING » SUGGESTION » BRAINWASH
Mind control (also known as
- brainwashing,
- coercive persuasion,
- thought control,
- thought reform)
- an impairment of autonomy,
- an inability to think dependently.
Urbán Ildikó, művelődésszervező
it was screened 15 274-times, during 297 days,
on the 24th April 81-times.
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HIJACKING
Replay
reputation
sympathy
1
2
3
4
5
6
7
Number of
repetition
Reaching the IMPREGNATION POINT further
repetitions destroy the reception
BRAND
HIJACKING
STRATEGIES
OF
REPETITION
CORRELATION BETWEEN
REPETITION AND MEMORY
recall
KAMPÁNY
CAMPAIGN
FOLLOW UP
FRONT LOADED CAMPAIGN
CORRELATION BETWEEN
REPETITION AND MEMORY
recall
KAMPÁNY
CAMPAIGN
FOLLOW UP
“BACK LOADED” CAMPAIGN
CORRELATION BETWEEN
REPETITION AND MEMORY
recall
KAMPÁNY
CAMPAIGN
FOLLOW UP
“SINUS” CAMPAIGN
CORRELATION BETWEEN
REPETITION AND MEMORY
recall
30 sec.
mp.
SPOT
sec.
5 mp.
REMINDER
Repeating a 5 sec. detail of the spot
results the best efficiency
3. INTER MEDIA REPETITION
emlékezet
TV SPOT
RÁDIÓ SPOTOK
Repeating only the audio part of the commercial
results the best efficiency
Questions to psychological investigators:
! Is a memorable advertisement a
good advertisement?
!How can we make an advertisement
memorable?
MEASUREMENT
OF
MEMORY
THE MEASUREMENT OF
ADVERTISING EFFECTIVITY
Marketing
goal
INCOME
__
C
change
Cost
REALIZATION
Communication
goal
RECALL
__
C
change
Cost
MEMORY
Psychological
goal
ATTITUDE
__
C
change
Cost
IMAGE, ATTITUDE
THE MEASUREMENT OF
ADVERTISING EFFECTIVITY
MEASURING THE MEMORY
RECALL
RECOGNITION
requires to retrieve previously
learned information
Spontaneous
Calling back
without help
Directional
Calling back
with help
indicates whether we have
encountered a stimulus
Direct
Calling back
by reminding
correct-false
invoking a known
thing
Indices of Memory
Brand / (advertisement) awareness
Share the members in the group who know about the
brand or ad
Brand / (advertisement) recall
-
Share the members of the group who remember (spontaneously or
supported) to the brand or ad
Brand / (advertisement) associations
Share the members of the group who can recall attributions and
associations related to the brand or ad
Top of mind
Share the members of the group who invoke and mention the brand
or ad first and foremost
Special Indices of Memory
•
Ad awareness How is the advertisement present in the senses
of the consumers?
•
Brand position What is the analyzed brand’s position to
compete other brands or ads?
• Claimed Recall After hearing the brand name, how many
people declare that they have seen an ad related to it?
• Recognition Based on the narrative of a commercial, how
many recognize the original one?
•
Brand Linkage How obvious is the association between the
brand and the ad’s attributes?
• Related Recall Can the audience also recall the arguments
and messages of the ad after hearing the brand’s or product’s
name?
• Related effectiveness How does the ad affect the different
target groups?
• Response curve How do repetitions raise the efficiency of the
final output?
SUPPORTED RECALL
Do you watch ads on a regular basis?
Did you see any ads yesterday?
Do you remember any of them?
Was there any hairspray
commercials amongst them?
Taft!
Can you mention any
other hairspray ads?
Taft!
What did it
offer?
Maybe a commercial
related to the weather
of big cities?
What did it
offer?
What was the brand?
Taft?
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BOOSTING
OF EMORY
BOOSTING MEMORY
1. MNEMOTECHNICS
2. OPTIMIZATION
3. CONNOTATION
Mnemotechnic
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Mnemotechnic
INFORMATION OPTIMIZATION
➧ News values
determine how much prominence a
news story is given
➧ Redundancy
information that is expressed more
than once
➧ Entropy
the expected value of the information
FRESH
NOW
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AVAILABLE
Creativity for better memorizing
Creativity for better memorizing
5
5+6
6-4
Creativity for better memorizing
5x5
9
5-1
Creativity for better memorizing
5
3+3+4
3
Creativity for better memorizing
5 10
Memory boosters:
SLOGAN!
LOGO
Timeless?
Synonym?
OPEN HAPPIENESS
IMPOSSIBLE IS NOTHING
JUST DO IT
Memorable?
MAKE, BELIVE
MORE THAN A CAMERA
CONNECTING PEOPLE
THINK SMALL
FINGER LICKIN’ GOOD
COCA COLA
ADIDAS
NIKE
LEWIS
SONY
NIKON
NOKIA
VOLKSWAGEN
KFC
I AM LOVIN’IT
MC DONALDS
MELLS IN YOUR MOUTH...
SAVE MONEY, LIVE BETTER
M and Ms
WALMART
QUALITY NEVER GOES OUT OF STYLE
Timeless?
Synonym?
Memorable?
WHERE THERE IS NO TOMORROW
DARE TO BE TENDER
STRONGER THAN DIRT
SHARE MOMENTS
DON’LEAVE HOME WITHOUT IT
THE BEST A MAN CAN GET
WE BRING GOOD THINGS TO LIFE
LET’S MAKE THINGS BETTER
WE TRY HARDER
FEDEX
MILKA
AJAX
KODAK
AMEX
GILETTE
GE
PHILIPS
AVIS
BE STUPID!
DIESEL
BECAUSE YOU’RE WORTH’S IT
SOLUTION FOR A SMALL PLANET
L’OREAL
IBM
Köszönöm a figyelmet!