Chapter 6: Learning and memory

CASE IN POINT 6.1 Sing a song of car ads (p. 169)

1. Car advertisements and beer advertisements are likely to be the most common answers here. 2. This is a fun activity that could be done in small groups. The instructor could use pictures of different types of vehicles to prompt discussion. 3. Discuss the nature of a television commercial (TVC), that is, being of a very short duration, it must cut through to gain attention. usic is often used to create positive emotions, provide reinforcement and maintain brand awareness.

CASE IN POINT 6.2 Yaku ! f"r#"n!"d #i k drink (p. 1$2)

1. !akult"s sampling program made use of operant conditioning # trial. 2. $ften a %character" has a generic appeal&rather than using a stereotypical female or male presenter. The character also helped to generate interest. 'urther, the use of a %cartoon" type character makes serious, scientific facts a little more interesting. 3. (ampling and taste testing are a good way to generate trial.

CASE IN POINT 6.% &irgin #o'i "(s us" of pro#o!ion #ark"!ing !o 'ui d o)a !) (p. 1$*)
1. The beauty of this promotion was the %instant" nature of rewards. The other advantage is that the mobile phone is an everyday %essential" item& consumers have to use a network, so it may as well be Vodafone. 2. Virgin has carved out a uni)ue image* however, the )uestion of loyalty to carriers is an interesting discussion topic. 3. +eward for behaviour # positive reinforcement.

CASE IN POINT 6.* Coun!r) +oad s!r"ng!,"ns i!s #ark"! posi!ion (p. 1$6)
1. Country +oad"s appeal is reflected in the style and colours of its clothing. The premium pricing approach adds to the appeal of the brand to professional ,-.somethings. 2. /t the time of the campaign, these two actors reflected the values and lifestyle aspirations of the audience targeted by Country +oad.
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3. 5romotions must appeal to the needs of the market. Country +oad commonly offers free merchandise and accessories with purchase. Cheap and gimmicky promotions would not appeal to this market.

CASE IN POINT 6.- &i"."r in/o /"#"n! i#pro/"s T& ad r"ca (p. 101)
1. usic, celebrity presenters, ( ( promotions. 2. 6nvolvement re)uires the consumer to actively participate in the message0communication. This increases the chance of the message being stored in the memory. 3. Catchy 7ingles, grouping of information (such as phone numbers), repetition, pictures.

+E&IE1 23ESTIONS (p. 10*)

1. +efer to page 438. 2. +efer to page 439. 3. +efer to page 433. 4. +efer to pages 433.43:. 5. +efer to page 4:8. 6. +efer to page 4:-. 7. +efer to page 43;. 8. This relates back to Chapter 9, pages 4<;.4<=. 9. 5unishment is meant to deter behaviour through a fear of negative conse)uences. 10. +efer to pages 4:;.4:=. 11. +epetition is commonly used to encourage rote learning. (ongs of %catchy" 7ingles such as the 5i>>a ?ut 7ingle may also help. 12. +efer to page4;-. 13. +ehearsal refers to the repetition of material in the sensory memory.

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TOPICS 4O+ 43+T5E+ 6ISC3SSION (p. 10*)

1. This is a good class icebreaker or introductory discussion activity. 2. This could be used as a group activity. (ome e@pected answers might beA 5$(6T6VB appeal to vanity and looking good0attractive

appeal to need for long.lasting fresh breath

CBD/T6VB bad breath turns people off 5EC6(? BCT if you use a competitor"s brand you could risk tooth decayF 3. !ou don"t have to look far for this oneF Chips, biscuits, ice cream, soft drinks are all e@amples. The instructor could also use the e@ample of similar alcoholic drinks that compete with market leaders. 'or e@ample, Gaileys and Tia aria both have cheaper competitors with similar names and labels. 4. /nother useful in.class activity. Hook for elements such as striking graphics and copy, use of colour, layout and design.

CASE ST36Y7 4ood and fu" 8a .inning co#'ina!ion (p. 106)

1. The grocery market is categorised by heavy discounting and promotion of %specials". 5etrol is seen as an item similar to bread and milk as we need to %fill up" often (usually weekly) when our petrol tanks empty. The petrol discounts add value to purchases* however they also act as a reward for purchase. 2hen you get your discounted fuel, you think about the fact that shopping at a particular store earned this for you. +epeat purchase behaviour becomes %conditioned behaviour". 2. 6n late <--9, the ((// ((ervice (tations /ssociation of /ustralia) announced a discounting scheme that would be negotiated between independent service stations owners and other local businesses to counter the Coles and 2oolworths scheme. any other grocery retailers now offer their own schemes within a local area. 'or e@ample, an 6D/ supermarket in (ydney"s outer suburbs offers fuel discount vouchers that can be redeemed at local service stations. Granding and a personal relationship between the consumer and service station may help to reinforce a consumer"s decision to support a local business (even if it means missing a discount). 3. /nswers here will vary depending on the area in which students live. 5erhaps students could interview local service station owners to find out the impact that this discounting has had.
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Value added services (such as car wash, mechanical advice) and personal relationships are one way that these business may be able to counter the effect of petrol discounting.

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