Need DQ Answer 300 words, no palgiarism, use 3 references and in-text citation and turn it in for the content.
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CH009.pptm
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
CHAPTER
9
Learning, Memory, and Product Positioning
1
9-2
PART III: INTERNAL INFLUENCES
2
| Describe the nature of learning and memory |
| Explain the types of memory and memory's role in learning |
| Distinguish the different processes underlying high- and low-involvement learning |
| Summarize the factors affecting information retrieval from memory |
| Understand the application of learning to brand positioning, equity, and leverage |
Learning Objectives
L03
L05
L01
L04
L02
9-4
The Nature of Learning and Memory
4
Memory consists of two interrelated components:
Short-term Memory (STM) a.k.a. working memory
is that portion of total memory that is currently activated or in use.
Long-term Memory (LTM)
is that portion of total memory devoted to permanent information storage.
Semantic memory is the basic knowledge and feelings an individual has about a concept.
Episodic memory is the memory of a sequence of events in which a person participated.
9-5
Memory’s Role in Learning
5
STM is Short Lived
Consumers must constantly refresh information through maintenance rehearsal or it will be lost.
STM has Limited Capacity
Consumers can only hold so much information in current memory.
Elaborative Activities Occur in STM
Elaborative activities serve to redefine or add new elements to memory and can involve both concepts and imagery.
Short-Term Memory
9-6
Memory’s Role in Learning
6
Schemas (a.k.a. schematic memory)
Scripts
Retrieval from LTM
Long-Term Memory
9-7
Memory’s Role in Learning
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A Partial Schematic Memory for Mountain Dew
9-8
Memory’s Role in Learning
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9-9
Learning Under High- and Low-Involvement
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Classical conditioning is the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).
Classical Conditioning
9-10
Learning Under High- and Low-Involvement
10
Operant conditioning (or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.
Operant Conditioning
9-11
Learning Under High- and Low-Involvement
11
Shaping Can Be Used in Operant Conditioning
9-12
Learning Under High- and Low-Involvement
12
Iconic Rote Learning
Vicarious Learning/Modeling
Analytical Reasoning
Cognitive Learning
9-13
Learning Under High- and Low-Involvement
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9-14
Learning Under High- and Low-Involvement
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Marketers want consumers to learn and remember positive features, feelings, and behaviors associated with their brands.
9-15
Learning, Memory, and Retrieval
15
What happens when consumers forget?
Conditioned Learning
Extinction
Desired response decays or dies out if not reinforced.
Cognitive Learning
Retrieval Failure
Information that is available in LTM cannot be retrieved.
Forgetting over Time: Magazine Advertisement
Source: LAP Report #5260.1 (New York: Weeks McGraw-Hill, undated). Reprinted with permission from McGraw-Hill Companies, Inc.
9-16
Learning, Memory, and Retrieval
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Strength of Learning
Memory Interference
Response Environment
9-17
Learning, Memory, and Retrieval
17
Strength of learning is enhanced by six factors:
Importance
Message Involvement
Mood
Reinforcement
Repetition
Dual Coding
Strength of Learning
9-18
Learning, Memory, and Retrieval
18
Impact of Repetition on Brand Awareness for High- and Low-Awareness Brands
Source: A Study of the effectiveness of Advertising Frequency in Magazines, 1993 Time, Inc. Reprinted by permission.
9-19
Learning, Memory, and Retrieval
19
Repetition Timing and Advertising Recall
Source: Reprinted from H. J. Zielski, “The Remembering and Forgetting of Advertising,” Journal of Marketing, January 1959, p. 240, with permission from The American Marketing Association. The actual data and a refined analysis were presented in J. L. Simon, “What Do Zielski’s Data Really Show about Pulsing?” Journal of Marketing Research, August 1979, pp. 415-20.
9-20
Learning, Memory, and Retrieval
20
Memory interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.
A common form of interference in marketing is due to competitive advertising.
Competitive advertising makes it harder for consumers to recall any given advertisement and its contents.
9-21
Learning, Memory, and Retrieval
MedicalRF.com
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9-22
Learning, Memory, and Retrieval
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What Can Marketers Do to Decrease Competitive Interference?
Avoid competing Advertising
Strengthen Initial Learning
Provide External Retrieval Cues
Reduce Similarity to Competing Ads
Brand image refers to the schematic memory of a brand.
Manufacturer
Marketer Characteristics
Users
Usage Situations
Benefits
Perceived Product Attributes
Brand Image
9-23
Brand Image and Product Positioning
23
9-24
Brand Image and Product Positioning
YouTube Spotlight
Dyson Uses Advanced Technology to Position its Air Multiplier (fan)
Product positioning is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.
An important component of brand image is the appropriate usage situations for the product or brand.
Perceptual mapping offers marketing managers a useful technique for measuring and developing a product’s position.
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Perceptual Map for Chocolate Candy
9-25
Brand Image and Product Positioning
25
Product repositioning refers to a deliberate decision to significantly alter the way the market views a product. This can involve
level of performance
the feelings it evokes
the situations in which it should be used, or
who uses the product
9-26
Brand Image and Product Positioning
26
The following Video Clip demonstrates how Tumbleweed repositioned itself from a Mexican restaurant to a southwestern grill.
9-27
Video Application
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9-28
28
Brand equity is the value consumers assign to a brand above and beyond the functional characteristics of the product.
Brand leverage, often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products.
9-29
Brand Equity and Brand Leverage
29
