MARK20100 Lecture Notes - Lecture 16: Tiger Woods, Susan Boyle
Document Summary
More likely to purchase products that are readily available in own memory. What is attention: attention: getting consumers to: Process information: or, getting consumers to notice and be interested. Enhance with visuals make things more vivid to the eye with big, bold, pictures instead of words, and bright colors. Bright colors= red grabs attention also makes women seem more attractive, but it does not work the other way around for men. Example= a/b test for obama campaign using pictures or words more attractive to people who saw pictures. Idea= (cid:272)o(cid:374)(cid:374)e(cid:272)ti(cid:374)g (cid:449)ith (cid:272)o(cid:374)su(cid:373)e(cid:396)s" (cid:272)o(cid:396)e (cid:373)oti(cid:448)es, (cid:448)alues, a(cid:374)d i(cid:374)te(cid:396)ests: cultural aspects: United states= more individualistic while korea= more collectivist reflected in ad differences: U. s. ads focus on individuality while korea ads focus on well-(cid:271)ei(cid:374)g of o(cid:374)e"s fa(cid:373)ily a(cid:374)d others in group. Revealed that americans are more individualistic and koreans are more collectivist: advertising spokespeople: Celebrity endorsements examples= jared from subway: negative consequence= tiger woods negative consequences if people do.
