1、MKT201 Buyer Behavior,Chapter 8 Supplementary Examples,Sleeper Effect,In political campaigns during important elections, undecided voters often see negative advertisements about a party or candidate running for office. At the end of the advertisement, they also might notice that the opposing candida

2、te paid for the advertisement. Presumably, this would make voters question the truthfulness of the advertisement, and consequently, they may not be initially persuaded. However, even though the source of the advertisement lacked credibility, voters will still be more likely to be persuaded later, an

3、d ultimately, vote against the candidate in the advertisement.,Sleeper Effect, 腦白金的廣告曾經(jīng)被很多的所謂廣告業(yè)內人士評價為缺乏創(chuàng)意和美感的廣告案例。但有趣的是，當年就靠著這在網(wǎng)上被傳為“第一惡俗”的廣告，腦白金創(chuàng)下了幾十個億的銷售額。 耶魯學派的研究提出的“睡眠者效應”（Sleeper Effect），即由于時間的間隔使人們容易忘記傳播的來源，而只保留了對內容的模糊記憶。顯然，此時內容倘若不來源于現(xiàn)實世界，實際生活，就不能感動受傳者而容易被遺忘；相反，傳播內容真實，有道理，即使人們忘記了其傳播來源，同樣也能以最終

4、改變人們的態(tài)度而被大眾接受。 在信息的實際傳播，流動過程中，媒介以傳播內容取勝的例子并不少見。與這一短期條件制約效果相對照的是長效“睡眠者效應”。經(jīng)過一段時間，由廣告引發(fā)的情感反應會與產(chǎn)品名字發(fā)生分離，盡管名字還是被記住了。因此，一則通過不愉快的情緒而使人集中注意力的廣告會產(chǎn)生記憶的效果。觀眾有可能會認為廣告制作者很愚蠢，竟用一種令人生厭的鏡頭或者令人不快的場景來做廣告，可是日子一長，他們記住的將會是產(chǎn)品，而不是令人不快的反應。,Stealth Buzz Marketing,When RCA records wanted to create a buzz around teen pop sin

5、ger Christina Aguilera, it hired a team of young people to swarm the Web and chat about her on popular teen sites. Posing as fans, they posted entries raving about her new material. Just before one of her albums debuted. RCA also hired a direct marketing company to email electronic postcards filled

6、with song snippets to 50,000 Web addresses. The album quickly went to number one on the charts. ,Comparative Advertising,Message compares two recognizable brands on specific attributes. Examples: “New OcuClear relieves three times longer than Visine” ,Comparative Advertising,Some conditions in which

7、 it would be advisable to use a comparative advertising strategy: Comparative advertising may be effective for low-involvement products like convenience food New brands that have advantages over existing brands Does not merely say it is better than leading brand Does not compare itself to an obvious

8、ly superior competitor Brands that are experiencing decreased sales using non comparative advertising Butconfrontational approach can result in source derogation doubt credibility of a biased presentation,ELM Peripheral Route to Persuasion,It is a low effort route to persuasion A Low-Effort Situatio

9、n is when the consumers are unwilling or unable to exert a lot of effort or devote a lot of emotional resources to processing the central idea behind a marketing communication. Consumers do not have the motivation, ability or opportunity to process the information provided. When processing is low, consumers do not form strong beliefs or accessible, persistent, resistant or confident attitudes.,ELM Peripheral Route to Persuasion,Marketers addressing low effort situations must use marketing strategies involving peripheral cues