1. Learning and Memory

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

3. From a marketer’s perspective learning becomes teaching

4. Classical Conditioning Instrumental Conditioning Learning Theories BehaviorismCognitive

5. 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.

8. The bears (UCS) generate positive feelings (UCR) towards them Coke (CS) is associated with the positive feelings that. Later you have a positive feeling towards coke (CR) (Coke, before conditioning does not elicit a warm feeling response) The goal of advertisers is to get the exposed person at the grocery store to associate the positive feeling they had for the ad with the product

9. Brand Equity What feelings are associated with the Disney logo?

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.Grab Life By The Horns 4.Driven 5.Taking care of business 6.The best a man can get." 7.The ultimate driving machine 8.Engineered to be great cars 9.It's everywhere you want to be 10.No More Tears 11.You've Got Questions, We've Got Answers 12.Good to the last drop Mazda Diet Coke Dodge Nissan Office Depot Gillette BMW Chrysler Visa J & J Baby Shampoo Radio shack 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

28. How Can Marketers improve Memory retention?  Repetition Repetition of a central theme with some variation KISS how many times a consumer should be exposed to an ad before the advertising message is effective.  Meaningful or more vivid material  Material presented first (primacy) or last (recency) is better retained than material presented in the middle