Lecture 2: Memory Flashcards
what did Van Osselaer et al. (2008/2012) research
- Based their work on early learning experiments about how associations are learned between stimuli
- Their research has shown that brand learning relies on a similar associative process
- Need to ensure that people learn the brand name is the main predictor of the product’s benefits (i.e. that it tastes great).
what is a unique selling point
what is the best thing you can associate with product
how can celebrity endorsements help enhance a brand
When a celeb endorsement want product to remain more important than celeb endorsement
Can also use different celebs with different brand identitys increases sales as can reinforce certain things about each product
how do we use relevant information from long term memory?
o schemas (Bartlett, 1932) o frames (Minsky, 1975) o scripts (Schank & Abelson, 1977) o scenarios (Sanford & Garrod, 1981
Clusters of info= if given right cues can drag in associated cues which are related to cues—>allows us to access clusters of info
what do scripts from our long term memory provide
a set of expectations about what will happen next
expectations about which concepts/people will be involved
access to a broader range of information
efficient mode of access from LTM
describe what restaurant scripts are
Knowledge structures
Expectations differ between each restaurant-> eg savoy or mcdonalds
represented the same way as perfumes-> info for cues of restaurants and expectations
how memory is organised
how do celeb endorsements affect memories
- Associated with memories= brand identity , common way of doing this is through brand endorsement
what was the experimental task in - Kelting & Hamilton Rice (2013)
Participants asked to evaluate adverts that were ‘in production’
8 adverts
1 target (DB endorsing prodigy camera), 1 interfering of DB (high or low matched endorsement)
- High match= energy drinks (high match as highly associated with him)
- All others had same name
- Medium match= MP3 player
- Low match= endorsing baseball bat (still sport but he is a footballer)
o 6 filler adverts with other celebs
o Interested in what happenes when hire celeb for products when also endorse a range of other products
o pos and negative interferences from other products
o assumed that would remember high match more than the target
as poor match argued so poor that it’s a distinctive that they would think its weird that he is endorsing a baseball bat
what are the three tasks in - Kelting & Hamilton Rice (2013) experiment
- Interference
o Exposure to other information hinders consumers’ ability to recall additional, related information from long-term memory - Filler task
- Recall task
o Given words ‘David Beckham’ as a cue
what are the results in Kelting & Hamilton Rice (2013) experiment
- Recall best in moderate match (mp3 player) condition where weakest associations formed (for the MP3 player), producing less interference.
what was concluded in Kelting & Hamilton Rice (2013) experiment
- Concluded= if hiring a celeb profile, you should think carefully about what previous products they have endorsed for interference
o Other research about add on effects
o Look at review in 2016 suggested reading
what occurs in page and Raymond (2006)
- Avoid too many parts in the advertising message because it has diminishing returns.
- Can add a second message without damaging recall but the more messages you add the less recall
define brand salience
o Prominence or level of activation in memory
o What to increase in a marketer keep products as quick as pos in memory or as easily accessible, so given cues are more likely to buy a product
what factors influence brand salience
o May be determined by initial perception of adverts – things which stand out, or contrast, with our environment will be remembered well (e.g. Beckham-baseball bat)
o Novelty and surprise creates contrast and therefore greater recall
o Creative adverts can be particularly effective in building associations between a product category and a brand. Here are some good examples
what is ‘ the creative magnification effect according to page and Raymond 2006
- Involving parts of adverts dominate advertising memories BUT ….
- avoid too many parts in the advertising message because it has diminishing returns.
- Short amounts of time in adverts->creative magnification effect
o Short time, large amounts of memory for products
o Enhances memories
what are the 3 ways of doing advertising creativity
wearin
wearout
recall
define wearin effects of advertising creativity
If, after a number of exposures, an ad has a significant +ve effect on consumers
define wearout effects of advertising creativity
If, after a number of exposures, an ad has no significant effect
OR
If, after a number of exposures, an ad has a significant –ve effect on consumers
what is the ideal effect of wearin and wearout effects of advertising creativity
Any marketing campaign will have a lifespan
Want a delayed wearout and a long wearin
Don’t want a significant negative delay when its not working
what are the two elements investigated in Lehnert, Till & Carlson (2013)- experiment
o Recall
Recall for creative adverts (assuming there would be a creative magnification effect)would be better than for less creative adverts
o Attitudes
Attitudes towards the advert will increase faster for more creative adverts and decrease more slowly, i.e. better wearin and slower wearout
Measured recall and magnification
what are the materials in Lehnert, Till & Carlson (2013)- experiment
Creative adverts – chosen from awarding-winning adverts emphasising ‘creative excellence’
Less creative adverts – randomly sampled from adverts shown on television
Participants shown a 30-minute programme with adverts
Target adverts shown 1, 2 or 4 times in breaks
what was hypothosisd in Lehnert, Till & Carlson (2013)- experiment
o Recall
Recall for creative adverts would be better than for less creative adverts
o Attitudes
Attitudes towards the ad will increase faster for more creative adverts and decrease more slowly, i.e. better wearin and wearout
what are the findings in Lehnert, Till & Carlson (2013)- experiment
Findings= recall for creative adverts recall is much higher ( left table)
If you show it 4 times in half an hour creative and non creative adverts have the same amount of recall
Right graph
• In respective of number of adverts people respond more favourably to advert (attitudes) transfer onto product
• Continues even when they are shown lots of times
• Responses to ads not as favourable for non creative adverts
o Shows importance of creative adverts before launch adverts should ensure repsonses to adverts good.
what is brand salience
Prominence or level of activation in memory
what factors influence brand salience and who investigated it
o Novelty and surprise creates contrast and therefore greater recall
o Creative adverts can be particularly effective in building associations between a product category and a brand. [Lehnert, Till & Carlson, 2013]
how does brand salience affect product placement
- All of these interact to effect on how the product placement works
- Researched argued that if product placed too prominent better recall, but could have wrong effect on brand attitude
o Particularly the case when involved with programme/movie
- Distinction between building up memory implicitly (eg a coke vending machiene in the background of a video) or explicitely
o Implicit best for enhancing attitudes, even when unaware of product placement more part of your memory structures
what did Van Reijmersdal 2009 suggest about Salience in memory – product placement effects
- Brand placement prominence: Good for memory! Bad for attitudes?
o Placement prominence is positively related to brand memory
what did Van Reijmersdal 2009 suggest about the negate effects if product placement
can affect attitudes negatively
When audiences are involved with the programme/movie
When they become aware of a selling attempt
When they like the series/movie (Matthes, Schemer & Wirth, 2007)
o ALSO placement can affect audiences positively and influence purchase behaviour even though they do not recall the placement – implicit memory
name the measures of advertising effectiveness
the starch test (1923)
spontaneous recall (1930s)
day after recall technique (1940s)
Awareness indec (brown 1985)
what is the starch test (1923) for measuring advertisement effectiveness
o Recognition-based system to evaluate how much adverts had been ‘read and noted’.
o One of the first measures of advertisement effectiveness based on recognition
o Measures have barely changed today
o He said Explicit best at recall but recognising something can be explicit and implicit
what is the spontaneous recall (1930’s)for measuring advertisement effectiveness
o Developed by Gallup as a measure of press advertising
o Said should actually be able to recall an advert not recognition
o ‘what were the adverts about’
what is the The day after recall technique (1940s) for measuring advertisement effectiveness
o Developed by Gallup & Robinson – grew in influence with TV advertising in the 1940s.
o How effective TV advertising was
o Get people together day after watching TV and asked what adverts they saw on TV
what is the awareness index test (brown 1985) for measuring advertisement effectiveness
oConsumers shown a list of brands and asked ‘which of these brands have you seen advertised on television recently’. do that on youtube now as an ‘advert’
oBest measure link between awareness and sales
oHowever difference between being aware of a product and recalling it or whetehr you recall it
oProduces a simple one number metric.
what did Colman & Brown (1986) show a link between
Showed that there was a link between Awareness Index measures and sales.
what was the basis of Lodish & Abraham (1995) study
to see the doubts that arose due to the awareness index
what is the method of Lodish & Abraham (1995) study of awareness index
Conducted a meta analysis of 389 TV advertising experiments
what did Lodish & Abraham (1995) find and conclude
Showing that somewhere along the line something more complex going on
Why might this be the case?
• Remembering the advert is not the same as remembering the message (e.g. simple learning associations)
• It may be that other memory mechanisms, such as incidental/implicit memory are more important.
what did the groups in - Shapiro, MacInnis & Heckler (1997) do
o 2 groups – reading while scanning with cursor
o 1 group – saw adverts at the sides of the reading area
what occurred in - Shapiro, MacInnis & Heckler (1997) study
o After a 5-min distractor task about reading and memory for the article, participants were asked to help with another ‘purchasing’ study and to indicate products they would buy in each situation.
o Never told were looking at the effects if that product
what are the findings in Shapiro, MacInnis & Heckler (1997) study
Advert group often did not remember seeing the ad and had not processed it focally.
BUT Advert group significantly more likely to buy products displayed onscreen.
This was termed the ‘incidental exposure effect’.
what did Tulving, Schachter & Stark (1982) find about The nature of implicit learning
o Associations learned implicitly are remarkably enduring
o Associations can trigger emotional markers
o Emotions can influence intuitive choices.
what did Heath (2000) conclude about The Low Attention Processing Model
Implicit learning is an important part of our experience of adverts – takes place independently of attention so does not analyse or re-interpret but builds and reinforces associations over time
o Considered choice tends to give way to intuitive choice
o Emotion is more influential in intuitive choice.
o Assiciations made up can make emotional markers- positive affect (particularly when not being told to implicitly take note of it)
o More of an emphasis of recognition over recall STARR
SO …. A new measure of advertising efficacy was recommended
RECOGNITION memory rather than RECALL
Be careful of how you are assessing measures and likelihood to buy
what did Heath & Nairn (2005) research
High vs low level processing models of advertising efficacy
Looking at advertising awareness, recognition(implicit and expliit recall measure) on favourability
Mere exposure effect—simply being exposed to something will adapt favourability measure to product
what did Heath and Nairn (2005) hypothosise
Significant numbers of people who have ‘been exposed’ to an advertisement and are influenced by it, will not actively remember it.
Favourability of response to the ad (which predicts later choices) will be better predicted by recognition measures than advertising awareness measures
what did Heath & Nairn (2005)ask participants
- Have you seen any advertising recently for ‘X brand’?
what did Heath & Nairn (2005) find
Small number that didn’t recognise advert at all( some sort of recognition recognition occurs more frequently)
222 recognised the adverts but only 2/3 could recall it
on a 1 10 scale, those who didn’t recall advert , just as favourable
Favouribiluty doesn’t depend on whether you can actively recall advert
- Don’t recall and don’t recognise, least favourable, recognise and seen once/ twice increase
- More you feel you have seen it (recognise) before but don’t actively recall it more favourable
what was the experimental design of Yoo 2008
o Directed (explicit) attention group: Evaluate web page and adverts – design, layout, content & usability.
o Non-directed (implicit) attention group:Asked to read material on page carefully as their comprehension would be tested later – test of verbal ability.
oControl group:Did not see the websites.
what were the tasks in Yoo 2008 that participants completed
- Stem completion task (look at hand out No. 4): Asked to complete word stems (see handout for examples – this is an implicit memory test)
- Attitudes towards brands: Asked about brands appearing in adverts on webpages and those which did not (used 9-point rating scales)
-Consider when purchasing
: Asked to tick film providers they would consider from a list of 10 sent in an email the following day.
what was found in the stem completion task in Yoo 2008
Implicit memory for both the attention groups similar BUT better than the control group
Explicit memory – ad recall - better only for the directed (explicit) attention group
what was found in the attitudes towards brands task in yoo 2008
Both attention groups showed more favourable attitudes to adverts than the control group
what was found in the ‘considering when purchasing’ task in yoo 2008
Both attention groups included banner advert brands in their ‘consideration set’
