Psychology of Marketing & Advertising (Subject) / Chapter 3: 3 Implications for Advertising (Lesson)

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• Implications for advertising • Memory and advertising effectiveness • Cognitive accessibility and brand choice • Forgetting the message • Advertising and memory distortion 
• Memory and advertising effectiveness: Measuring advertising effectiveness Recall and recognition testsAssumption: Product judgments must be based on recollection of the evidence presented in the ad Limitations: – Ads might affect implicit (but not explicit) memory – Recollection of arguments in an ad might be unrelated to attitudes toward the product • Might remember arguments but not agree (negative) • Might not remember but still have changed attitude (positive)
• Example 1: Implicit vs. explicit measures l Web pages with banner ads for 45 seconds IV: Directed vs. non-directed attention DV1: Implicit and explicit measures of ad recall DV2: Attitude towards the brand ResultsDV1 Explicit measure: Directed attention > Non-directed !! DV1 Implicit measure: Directed attention = Non-directed DV2 Attitude towards the brand: Directed attention = Non- directed 
• Example 2: Implicit vs. explicit measures l Shapiro & Krishnan V1: Attention: Full (ignore the audio) vs. divided (listen to the audio) IV2: Delay: Immediately vs. one week later DV: Explicit and implicit measures of ad recall Results: • Explicit measures poorer with less attention and more delay - higher with high attention and immediate recall • Implicit measures not affected!– Full = Divided, Immediately = Later 
• Results of Tests explicit vs implicit memory • Based only on the explicit measures one could conclude that these ads had no impact – Explicit measures not enough • Measuring only explicit memory underestimates ad impact – Implicit measures also required 
• Role of cognitive accessibility Brand awareness precondition for choice, but consumers rarely consider all brands ‘Consideration set’ = The set of brands brought to mind in a particular choice situation • Usually 3 to 7 alternatives 
• Different purchase choice strategies 1. Memory-based choice: Choice made based on info retrieved from memory 2. Stimulus-based choice: Choice made from a range of products (supermarket) 
• Priming a brand name and cognitive accessibility 1. Priming a brand name increases cognitive accessibility of that brand name Unfamiliar brands: increase in processing fluency Familiar brands: no further increase in fluency 2. Priming mostly affects inclusion of a brand in the consideration set, and not purchase decision 3. Priming can also affect purchase decision only when: No strong preference for any brand Preferred brand not available
• Types of priming and types of choices – IV1: High vs. low conceptual elaboration  High elaboration: Explicit memory l brand preented in sentence Low elaboration: Implicit memory l brand presented as single word – IV2: Memory-based vs. stimulus-based choice • Name preferred brands for product categories vs. choose between brands – DV: Brand choice  – Results: • Memory-based choices: High elaboration > Low elaboration • Stimulus-based choices: High elaboration < Low elaboration 
• Results of priming and types of choices – Memory-based choices: • Priming that requires higher degree of conceptual elaboration (brand name in sentence) is more successful – Stimulus-based choices: • Priming that requires lower degree of conceptual elaboration (brand name as isolated word) is more successful 

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