Psychology of Advertising - UL - StudyNotes EN (2017-2018 I)

These are additions regarding the sheet notes of last year. Some extra information, new articles and notions of things said in the lectures that are important for the exams.

The original sheet notes can be found on the worldsupporter site: Lecture notes: Psychology of Advertising - ENG - UL (2015/2016)

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Check summaries and supporting content in teasers:
Lecture notes with Psychology of Advertising at Leiden University - 2015/2016

Lecture notes with Psychology of Advertising at Leiden University - 2015/2016

Lecture 1: Psychology of Advertising: setting the stage

The door in the face technique: making unreasonable requests so the actual question you want people to say yes to doesn’t same that unreasonable. It seems as if both parties are compromising, while that’s not true. People say yes eventually because of reciprocity.

Advertisings send and people receive. Advertising means payed communication to convince. People are exposed to a thousand.........Read more

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Sheet notes 1 - Psychology of Advertising - UL

Sheet notes 1 - Psychology of Advertising - UL

Lecture 1: Sending and Recieving

Additions to the sheet notes

In this course the focus lies on the persuasion function: forming, strengthening,  or changing attitudes through advertising.

  • In this lecture the four stages of processing advertising are explained and for each stage the different models and stimuli. The nowadays way of advertising is more effective cause influencing emotions works better than having to process all the information.
  • ABC effect stands for affect, behaviour and cognition.
  • Perceptual fluency: the things that are for example are easier to read feel more flued. Fluency gives a  more positive feeling and also contribute this feeling to the brand.
  • Focal attention face
    Salient stimulus: are different from environment, it’s context and therefore possibly interesting.

Important for the exam

It is important to know what the four different stages of processing advertisement are and what models and other defenitions belong to those

.........Read more
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Sheet notes 2 - Psychology of Advertising - UL

Sheet notes 2 - Psychology of Advertising - UL

Lecture 2: Attitudes

Lecture 2 this year was lecture 3 last year. This lecture is all about attitudes, what the are, how they are formed and what influence it has on our behaviour.

Additions to the sheet notes:

  • This part is not mentioned in the lecture: Haddock researched attitudes about Tony Blair, like attitudes about BMW verses Mercedes. These had the same results, except for the fact that people assume that there must not be that many negative attributes, only when an attitude is weak or ambivalent beforehand.
  • Not only music, but scent can unconsciously influence behaviour such as being in the store longer, having a good feeling, and buying behaviour.  

Important for the exam:

  • What you need to know for the exam about attitudes:  Definitions, characteristics, how they are formed, functions and the predictors/consequences of attitude strength.

Not in the book:

    .........Read more
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    Sheet notes 3 - Psychology of Advertising - UL

    Sheet notes 3 - Psychology of Advertising - UL

    Lecture 3: How advertising affects consumer memory

    This was lecture 2 last year. In this lecture there is a brief overview of how the memory works and the relevance for advertising succes (and failure).

    Additions to the sheet notes:

    • Memory is involved in all steps of the DAGMAR model. It records, stores, and retrieves information. It also influences perception, enconding, and storage.
    • Priming is the phenomena that exposure to an object or a word in one situation has an influence on the evaluation, behaviour or your memory in a different situation. This is done unconsciously.
    • Jacoby, 1983 study about Implicit and explicit measurements. What it showed that with context the memory for explicit measurement the memory increased, but for implicit it was worse.If you provide context it is good for explicit memory but not implicit.
    • Supraliminal primes: people are unaware of the connection between the stimulus and their behaviour.
    • Subliminal
    .........Read more
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    Sheet notes 4 - Psychology of Advertising - UL

    Sheet notes 4 - Psychology of Advertising - UL

    Lecture 4: How it really works.

    Additions to the sheet notes:

    • David Ogivly: a good campaign comes out of good research.
    • Bill Bernbach: Logic and over-analysis can immobilize and sterilize an idea. It's like love the more you analyze it, the faster it disappears.
    • The three secret ingrediants of a great campaing Im-Re-Gel: impact, relevance, Geloofwaardig (credibility).
    • Three qualities to become a succefull advertiser: curiosity, stamina, upside down thinking

    Important for the exam:

    • Massclusivity: light buyers are more important than heavy buyers. The lecturer said that it was a good idea to make an exam question about this.
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    Sheet notes 5 - Psychology of Advertising - UL

    Sheet notes 5 - Psychology of Advertising - UL

    Lecture 5: Advertising and Attitude Change

    Addtions to the sheet notes:

    • for thought listing techniques systematic processing is required.

    Not in the book:

    • The part about the second screen is not in the book.

    Important for the exam:

    • What theories of persuasion entail: McGuire model, Cognitive response model, Dual process theories
    • Thougth listing technique
    • How processing ability and motivation influence persuasion and what message strategies exist to overcome resistance to persuasion.
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    Sheet notes 6 - Psychology of Advertising - UL
    Sheet notes 7 - Psychology of Advertising - UL

    Sheet notes 7 - Psychology of Advertising - UL

    Lecture 7 Social influence and online advertising

    The six Cialdini principles explained on Youtube: http://www.youtube.com/watch?v=cFdCzN7RYbw

    Additions to the sheet notes

    • Herpen, Pieters and Zeelenberg explains the difference between demand scarcity and supply scarcity. The lecturer said it is not really important to know the difference for the exam, so he skipped the example.
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    Help other WorldSupporters with additions, improvements and tips

    Thanks!

    Hey Naomi!

    Very chill that you are posting updates to the sheet notes from the previous year!! Very helpful! I take it these are all the relevant sheet notes to the lectures? 

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