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THE IMPACT OF TELEVISION ADVERTISING: LEARNING WITHOUT INVOLVEMENTPrepared By Group B1Anuj Trisal (14F308)Muhammed Fawaz (14F324) N. Deepthi (14F325) Niharika Goel (14F326) Pratik Parashar (14F333)

Advertisements leads to purchasing Doubts raised that TV ads are trivialBUT Studies showsAccelerates growing demand & retards falling demandsEncourages price rigidity and increases quality & choice of productsWe Find TV ads irritatingBUT Studies showsWe are able to hold it in our memory LIMITATIONSEvaluation of TV adsHow it impacts purchasing behaviour or sales isnt knownHerbert zielske 1959If the advertisement is not constantly shown then it will be quickly forgottenHence constant reinforcement required

Ebbinghaus 1902He demonstrated a U curve of recall Primacy & RecencyThe effect of order of presentation of stimuli on the learning of nonsense material

Schwerin Television Testing MethodReal advertising materials presented in a series could produce distinct U curves seemed to confirm that the learning of advertising was similar to the learning of the nonsensical or unimportant Lack of involvement

KrugmanOrder of presentation is more significant factor in influencing opinions for customers with relatively weak desire for understanding

Festinger and MaccobyComprehension equals persuasionWatching something unrelated to the audio messageNon involvement with mass media content perceptual defense is absentResistant to message is lowerSHERIF & OSGOODFrame of ReferenceBombardment of trivial ads leads toOverlearning- Some information is moved from short term to long term memoryAltercation in Structure of our perception of a brand or productPrimary perception of a brand changesShift in frames or dimensionsProduct previously seen as reliable shifts to modern productMASS MEDIA INFLUENCEDistinction between commercial use & non commercial use (UNs public campaign)

Lack of personal involvement in commercialBridging experience leads to higher degree of personal involvement

Significance of High involvement & Low involvement

Low involvement leads to gradual shifts in perceptual structure which is aided by repetition of ads followed at some time by attitude changeHigh involvement involves more dramatic changes and attitude that precedes changes in overt behaviour

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