...Review journal articles on what we know about how consumers use their memory. How does this knowledge inform what we know and what we could study for product placement? Introduction – 200- 300 words Product placement Product placements can be defined as paid product information targeted affecting the viewers via the planned of a branded product into a television program, movie (Balasubramanian, 1994), computer and online game. As it is not totally stated in this definition, product placements have been applied for persuasive motivations, such as increasing product awareness and sales. Some of the merits of product placements include overcoming the difficulty of zapping because viewers are less likely to change the channel or leave the place when a product shows in a movie like they may for advertisements (d’Astous & Chartier, 2000). Moreover, product placements allow marketers to aim very particular audiences because the demography of who attends which type of movie is well understood (Nebenzhal & Secunda, 1993). Product placements also have a longer life time than traditional advertisements (d’Astous & Chartier, 2000). When the movies are released as DVD or shown on TV, the brand placements are typically still present. Finally, surveys have demonstrated that viewers like product placements due to the realistic improvement of the movie or TV show ( Nebenzahl & Secunda, 1993). In its most basic understanding, product placements are the incorporation of...
Words: 3246 - Pages: 13
...Packaging and purchase decisions An exploratory study on the impact of involvement level and time pressure [pic] Pinya Silayoi, Mark Speece |The Authors | Pinya Silayoi, Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand Mark Speece, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand |Abstract | The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of...
Words: 10077 - Pages: 41
...ini Packaging and purchase decisions An exploratory study on the impact of involvement level and time pressure [pic] Pinya Silayoi, Mark Speece |The Authors | Pinya Silayoi, Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand Mark Speece, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand |Abstract | The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding...
Words: 10078 - Pages: 41
...An Inventory of the Effects of Using PowerPoint Presentation on Student’s Development of Confidence The Problem and Its Setting A. Introduction “Technology can become the “wings” that will allow the educational world to fly farther and faster than ever before –if we will allow it.” Jenny Arledge. Technology is utilized for the upliftment of modern styles and is also applicable in education; it satisfies both visual and auditory senses of the students. With the spread and development of technology around the world, it has been used and learned by more and more people. Technology era has an effect on today’s youth in terms of supplying digital stimuli and change in their perceptions and thinking processes, which impacts how they learn. As the student demographics change, information technology has become the criteria for successful performance both in the area of school and in academic life. Therefore, it has created the need of integrating technology into the area of education. One of the factors of technology is the use of multimedia. And one of the most popular tools of multimedia software used of technology in education is PowerPoint presentation. Fisher (2003) defines power point briefly as follows: “PowerPoint is a type of presentation software that allows one to show colored text and images with simple animation and sound. PowerPoint is just one of many types of presentation software.” PowerPoint can be a highly effective tool to aid learning, but if not used carefully...
Words: 3498 - Pages: 14
...Chapter 5 lecture: I. INTRODUCTION AND THE NATURE OF COMMUNICATIONS A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process. This chapter reviews the fundamentals of communication and examines various perspectives regarding how consumers respond to promotional messages. Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness of thought between a sender and a receiver.” For communication to occur there must be some common thinking or ground between the two parties and a passing of information. The communications process is often very complex with success depending on many factors such as the nature of the message, audience interpretation and the environment in which it is received along with the receiver’s perception of the source and medium. The challenge of developing effective marketing communications becomes particularly evident when companies are developing advertising and promotional messages for foreign markets or for certain ethnic markets in the U.S. Global Perspective 5-1 discusses some interesting examples of communication problems that have been encountered by marketers who are promoting their products and services in international markets. You may want to add some of your own examples to those discussed here...
Words: 3127 - Pages: 13
...Information processing * perception * exposure * attention * interpretation * memory * perceptual defense (273) * Exposure (273) * Selective exposure (273) * Ad avoidance (274) * Zipping * zapping * muting * Product placement (274) * Living in a DVR world (275) * Still frame ads * hybrid ads * interactive ads * dynamic ad placement * voluntary exposure (276) * informercials * involuntary * voluntary * permission based * mobile marketing * Attention (277) * Stimulus factors (278) * size (279) * slotting allowances * intensity * intrusiveness * repitition * attention reallocation (280) * attractive visuals * color and movement * position (281) * isolation (282) * format * contrast and expectations * adaptation level theory (283) * interestingness * information quantity (284) * information overload * individual factors (284) * motivation * product involvement * behavioral targeting * smart banners * ability * brand familiarity * situational factors (285) * clutter * program involvement * nonfocused attention * hemisphereic lateralization * rational thought ...
Words: 449 - Pages: 2
...l l l l l l l l l ~l l l l l l l l l l l l l l l l l l l l 0 1135 0297253 3 Emerson College library Richard lvey School of Business The University of Western Ontario 907A11 HOW ADVERTISING WORKS Peter Voyer wrote this note solely to provide material for class discussion. The author does not intend to provide legal, tax, accounting or other professional advice. Such advice should be obtained from a qualified professional. lvey Management SeNices prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact lvey Publishing, lvey Management SeNices, clo Richard lvey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2007, lvey Management Services Version: (A) 2007-08-08 In order to design and implement effective marketing communications, managers must develop a solid understanding of consumer behavior in general, and consumers' interpretation of and response to advertising in particular. Consequently, this note presents a useful perspective on understanding how advertising works from a consumer point of view. The note takes the perspective of the elaborationlikelihood model (ELM) developed by Petty and Cacioppo. 1 Understanding how advertising...
Words: 5483 - Pages: 22
...text and pictures. In Baddeley model, working memory can conclude as the working is during learning from text and pictures. In the article, working memory is involved of multiple subsystems, which is phonological loop, the visuo-spatial sketchpad and the central executive. The first one phonological loop is the subsystem that processes verbal information. For visuo-spatial sketchpad is the subsystem that processes visual and spatial information. The subsystem central executive is responsible for monitoring and coordinating the operation of the subsystems and linking them to long term memory, switching attention between tasks and allocating attention to stimuli, assigning information to one of the subsystems, updating and regulating working memory contents and coding representations for their time and place of appearance. 2. Explain the role of working memory in theories of multimedia learning. There are two assumptions in Cognitive theory of multimedia learning and Cognitive load theory. The first assumption will be human own an auditory/verbal channel and a visual/pictorial channel for processing multimedia materials where this is only related to cognitive theory of multimedia learning. It is well-known on the basis of the sensory mode of representations and their presentation code. It is important that this interpretation is not in line. The second assumption will be working memory subsystems have limited resources for processing information straight. This assumption is...
Words: 651 - Pages: 3
...Virtual Field Trip Project |Grade Level: 6th | |Topic: Pearl Harbor | |Standards: | |USII.7 The student will demonstrate knowledge of the major causes and effects of American involvement in World War II by | |a) identifying the causes and events that led to American involvement in the war, including the attack on Pearl Harbor; | |b) locating and describing the major events and turning points of the war in Europe and the Pacific; | |c) Describing the impact of the war on the home front. | | | |Objective: Learn more on attack of Pearl Harbor and what it looks like today. ...
Words: 260 - Pages: 2
...locate information that the user is seeking. Demographics-Audience characteristics that can be analyzed statistically, such as age, gender, education, group membership, and so on. general purpose- three basic ways a speaker seeks to affect an audience: to entertain, inform, persuade. purpose statement-A complete sentence that describes precisely what a speaker wants to accomplish. specific purpose-The precise effect that the speaker wants to have on an audience. Expressed in the form of a purpose statement. survey research-Information gathering in which the responses of a sample of a population are collected to disclose information about the larger group. thesis statement-A complete sentence describing the central idea of a speech. Value-A deeply rooted belief about a concept's inherent worth. Chapter 11 Analogy-Extended comparison that can be used as supporting material in a speech. Anecdote-A brief personal story used to illustrate or support a point in a speech. basic speech structure-The division of a speech into introduction, body, and conclusion. cause-effect pattern-Organizing plan for a speech that demonstrates how one or more events result in another event or events. Citation-Brief statement of supporting material in a speech. climax patterns-Organizing plan for a speech that builds ideas to the point of maximum interest conclusion (of a speech)- The final structural unit of a speech, in which the main points are...
Words: 1603 - Pages: 7
...21. What is selective attention? Means that- take note of ads that meet your own needs and wants. - Disregard ads that you don’t need. 22. Expensive hand bag or Jewellery. “Ego” needs. 23. Advertisement Strong Visual, attract visualizers. Lots of words/verbal/description, attract verbalisers. 24. Attitudes consist of 3 components. Cognitive Affective Tri component Model. Conative 25. “Needs” acquire from environment. Acquired needs. Example, self-esteem, prestige, power. 26. Why you need to always change ads? You don’t want to let customers become ‘sian’, get used and bored the ads. 27. What’s the difference between conditioned and unconditioned stimulate? Repetition 28. What balance the individual impulsive demand and superego? Ego. 29. Position use quality to target market. 30. In storing information, consumers move from short term memory to long term memory based on rehearsal given. 31. Convenience goods e.g., household products are selected based on. Actual self-image. 32. All people have same needs, but want are shaped by environment. Same environment needs constitutes same market segment. 33. Compliant individual character: Buy product that are appreciated by others in group. 34. Benefits of positive brand personality: a) Favourable attitudes. b) Brand preferences. c) Brand loyalty. 35. Motives stimulate...
Words: 262 - Pages: 2
...The Power of Packaging Alice Louw & Michelle Kimber The Customer Equity Company* In recent years packaging has developed well beyond its original function as merely a means of product protection and now plays a key marketing role in developing on shelf appeal, providing product information and establishing brand image and awareness. As packaging’s role in the marketing mix gains momentum, so research into this arena becomes increasingly important. Given the potential for packaging to successfully achieve marketing goals; does research into packaging truly reflects its value within the marketing mix? Do we fully understand the role that packaging plays in a marketing environment and how best to leverage this tool to influence consumers? If packaging is so important, what is the best way to measure its effectiveness? * The Customer Equity Company is a wholly owned subsidiary of TNS (UK) which has been set up to develop the marketing sciences and support brand equity and Commitment modelling worldwide. 1 What is packaging? The definitions of ‘packaging’ vary and range from being simple and functionallyfocused to more extensive, holistic interpretations. Packaging can be defined quite simply as an extrinsic element of the product (Olson and Jacoby (1972)) - an attribute that is related to the product but does not form part of the physical product itself. “Packaging is the container for a product – encompassing the physical appearance of the container and including...
Words: 8563 - Pages: 35
...Journal of Management and Marketing Research Product placement effectiveness: revisited and renewed Kaylene Williams California State University, Stanislaus Alfred Petrosky California State University, Stanislaus Edward Hernandez California State University, Stanislaus Robert Page, Jr. Southern Connecticut State University ABSTRACT Product placement is the purposeful incorporation of commercial content into noncommercial settings, that is, a product plug generated via the fusion of advertising and entertainment. While product placement is riskier than conventional advertising, it is becoming a common practice to place products and brands into mainstream media including films, broadcast and cable television programs, computer and video games, blogs, music videos/DVDs, magazines, books, comics, Broadway musicals and plays, radio, Internet, and mobile phones. To reach retreating audiences, advertisers use product placements increasingly in clever, effective ways that do not cost too much. The purpose of this paper is to examine product placement in terms of definition, use, purposes of product placement, specific media vehicles, variables that impact the effectiveness of product placement, the downside of using product placement, and the ethics of product placement. Keywords: Product placement, brand placement, branded entertainment, in-program sponsoring Product placement effectiveness, Page 1 Journal of Management and Marketing Research INTRODUCTION In its simplest form...
Words: 12521 - Pages: 51
...Cinematography – first cinematic element that helps creates meaning and establishes theme what is the story about researched and discussed visual references during pre-production encompassing three diverse periods of time 1935-1940 Compose Images >opening sequence, nostalgic quality giving a sense of what life was for the upper class in England >upcoming war and the reality what was happen during that time > Many scenes were filmed in the house of an estate built in 1898 Control the attention of viewers pay to the composed images through Continuous motion > filmed using Super 1.85.1 frames to perceived the grandeurs of the location > the use of digital intermediate (DI) on the film to give a larger negative > shooting some scenes with high-speed stocks in lower key light Special techniques > lit up daylight scenes through windows with 18K and 12K pars, which made look like a hot summer sunlight > luster of glimmering reflections contrasted with the shadowy darkness in the house > used filtration behind the lens to softened the look a bit with the use of a black silk stocking >used various settings and actors to separate time building on time passing 1935-1940 >evacuation at Interplay of sound >the playing of a recording mimicking the sounds of a typewriter in various >often used two cameras to vary and cover different scenes and angles, for close-ups, short and medium shots >used three Kodak Vision 2 color negative – depending on scene ...
Words: 388 - Pages: 2
...paired with another stimulus (conditional stimulus = bell) that elicits a known response serves to produce the same response when used alone. Optimal conditioning: Creation of a strong association between the conditioned stimulus (CS) and the unconditioned stimulus (US) => 1. forward conditioning (the CS should precede the US); 2. repeated pairings of the CS and the US; 3. a CS and US that logically belong together; 4. a CS that is novel and unfamiliar; and 5. a US that is biologically or symbolically salient. →Neo-Pavlovian condition: The consumer (information seeker) uses logical and perceptual relations among events to form a sophisticated representation of the world. • Conditioning also generates more attention to subsequent advertisements and other promotions in the environment. Instrumental Conditioning • Learning occurs through a trial-and-error process. • Instrumental conditioning helps explaining complex, goal-directed activities. • Requires link between a stimulus and response • The stimulus is learned that has the...
Words: 1446 - Pages: 6
