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

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

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.

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.