1. Learning and Memory

2. What is Learning? A change in Behaviour caused by experience.

3. Classical Conditioning Instrumental Conditioning Learning Theories BehaviorismCognitive

4. Classical Conditioning  learning occurs when a stimulus (unconditioned stimulus) elicits a response (unconditioned response)  that is paired with another stimulus (conditioned stimulus) that initially does not elicit a response on its own,  but will cause a similar response (conditioned response) over time because of its association with the first stimulus.

6. After repeated pairing of the Marlboro man (unconditioned stimulus) with the cigarettes (conditioned stimulus) is so strong that the company no longer include the name of the product in the ads. What product is being advertised?

7. Brand Equity

8. Stimulus Generalization Applications of Stimulus Generalization Look-Alike Packaging Family Branding Product Line Extension Licensing

9. Applications of Stimulus Discrimination Product Positioning Stimulus Discrimination If all brands are perceived to be alike, why should consumers buy your brand?

10. Instrumental or Operant Conditioning  B.F. Skinner  Positive Reinforcement  Negative Reinforcement  Punishment

11. Negative Reinforcement

12. Reinforcements Schedules Interval  Fixed-Interval Reinforcement  Variable-Interval Reinforcement Ratio  Fixed-Ratio Reinforcement  Variable-Ratio Reinforcement

13. Classical Conditioning Instrumental Conditioning ReasoningObservation Learning Theories BehaviourismCognitive

14. COGNITIVE LEARNING THEORY Observational Learning Reasoning

15. Applications of Cognitive Learning Principles Modelling

16. The Role of Memory in Learning

17. Encoding Storage Retrieval Stages

19. An Associative Network for Perfumes

20. Draw an associative network for Pepsi Things to consider might include: specific brands a celebrity identified with Pepsi related activities related products where purchased packaging attributes concepts feelings

23. “Every time I learn something new, it pushes some old stuff out of my brain” Forgetting

25. Recognition Versus Recall Recognition i.e. remembering when shown Recall: try and remember without stimulus

26. 1.Zoom Zoom Zoom 2.Just for the fun of it 3.They're great. 4.Driven 5.Taking care of business 6.You're in good hands with _______ 7.The ultimate driving machine 8.Engineered to be great cars 9.It's everywhere you want to be 10.No More Tears 11.The Un-Cola 12.Good to the last drop Mazda Diet Coke Frosted Flakes Nissan Office Depot Allstate Insurance BMW Chrysler Visa J & J Baby Shampoo 7-up Maxwell House

27. Advertising Recallasfunctionof timing andnumberofexposures(Zielske1959) 70 0 10 20 30 40 50 60 5025 week of theyear 1exposure/ weekfor13 weeks % 13exposuresat 4-weekintervals