Lecture 11 overcoming resistance Flashcards
media consumption in the 50/60s
people paid attention to the tv when it was on. now that is not the case.
different strategies to resist influence by advertising
- avoidance: ignoring or actively redirecting attention
- contesting: counter arguing and challenging the content or source of the ad
- empowering: affirming one’s existing attitudes and behavior
strategies to overcome advertising resistance
- subliminal advertising
- forced exposure
- product placement
- influencer/viral marketing
- native advertising
- content marketing
- event marketing
- engagement marketing
- personal targeting
when does and when doesn’t subliminal marketing work
- does when subliminal ads couples the product to a positive stimuli (humor, sex, beauty, affect)
- doesn’t when words are used. we don’t process words in system 1 and can’t cue physical needs.
forced exposure
when you are forced to watch an ad
product placement
when companies place their product in movies and tv shows
there are moderators like if people like the show, but these are small and brand exposure is key.
influencers
works because it feels like getting a recommendation from a friend.
mimics word of mouth marketing
we pay attention to influencers and believe them.
viral marketing
a technique that uses pre-existing social networking services and other technologies to produce increases in brand awareness (or other marketing objectives) through self-replicating viral processes.
native advertising
type that matches the form and function of platform. like a fake news article.
legal status is uncertain, but is becoming more and more prohibited.
content marketing
approach focused on creating and distributing valuable, relatable and consistent content to attract and retain a clearly defined audience.
examples are michelin and allerhande
event marketing
sponsoring an event
for example red bull and in some way extinction rebellion.
engagement marketing
engages consumers and invites and encourages them to participate in the evolution of the brand.
example is my starbucks idea or some nike stores
personal targeting
algorithms make sure you see what you want to see.
how can we overcome reactance when people are being persuaded?
we deal with it in two ways
- metacognition; accesibility and fluency
- metacommunication
metacognition
the process of thought. the way we think about something influences what we think of a brand.
accesibility and fluency
