Reinforcement or punishment Loyalty How can you determine which learning approach is used for a particular marketing communication (advertisement)? Cognitive Learning – Persuasion Contiguity Learning (Classical Conditioning) – Environment [Ex: Mt. Dew, classical music, Gap, Healthy Choice dinners, “Mc”Donalds] Reinforcement Learning – Product; features, functions, benefits [Ex. Iced Tea, Weight Watchers, Magazines, Biggby] Can you dissect an ad (or create an ad) that contains an unconditioned…
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