Consumer Learning & Memory

Michelle Brophy Emily Quadrino

Theresa Falcon Stefanie Swanson

Kate McQuade Elizabeth Vasek

Classical Conditioning Needs repetition to make it stick Song: “Somebody's Watching Me”

Mystro & Pizzi remake of 1980s original

Incorporated in GEICO's 2009 "Kash" campaign. 

Unconditioned Stimulus: "Somebody's Watching Me"

Conditioned response: fresh, catchy, fun

Conditioned Stimulus:   GEICO  Commercials incorporating the

song: "Kash Meeting"

http://www.youtube.com/watch?v=E2mV8OjPx6E&feature=related

"Kash Date" http://www.youtube.com/watch?v=fXIEslsg2FE&feature=related

Cognitive Learning Theory

Individuals are inherently problem solvers

Focuses on internal mental processes Reason and Rationale Example: "15 minutes could save you

15 percent or more on car insurance.”

Observational learning

The Pips Cavemen

Instrumental Conditioning

Three ways to use Instrumental Conditioning:

Positive reinforcement: Geico Talk Show

Negative reinforcement: Geico and Mrs. Butterworth

Instrumental Conditioning Strategies

Discounts that reinforce consumption: Multi-car Discount Renewal Discount Guaranteed Policy Renewal

Geico Privileges Program No extra cost! Offers special discounts and helpful advice on

customer’s automobile, home, travel & everyday needs

Partnered with Target, Blockbuster, Enterprise Rent-a-Car, Office Depot, Alamo, Zales, 1-800-Flowers.com, & many more!

The Memory Process

External

Inputs

Retrieval

Storage

Encoding

Word of Mouth of

Ad Campaign

Initial Exposure & Recognition

through television

commercial

GEICO comes to

mind when it is time to select car insurance

Repetition of

commercial makes

audience familiar

Encoding

Learning Retrieval

Retrieval Factors Consistency and repetition Viewing environment Familiarity with the item

Spreading Activation Direct: recall Geico for car insurance Indirect: low cost auto insurance

provider reminds individuals of Geico

Retrieval Cues Visual

Animals create a strong connection between customers and companies

GEICO’s Gecko named America’s favorite advertising icon in ‘05

Verbal One announcer

with “working class” English accent to humanize him more

Integrated Marketing Campaigns

A Successful IMC is effective across all forms of media Must have

motivation inspiration brand recognition Grab attention

IMC must trigger memory of brand and motivate to purchase product or use service

Once the marketing has been determined, integrate this campaign into all corporate aspects

Package items Point of purchase displays Customer Service Training

Geico’s Integrated Marketing Campaign

Source: http://www.fairfaxcountyeda.org/publications/bv4q05.pdf

Geico’s IMC History

1999: Geico Gecko is the most recognized symbol

2005: The Tiny House Campaign Advertisement

2007: Year of the Caveman Advertisement

2009: Geico “Somebody’s Watching Me”

Geico Taglines “15 minutes could save you 15% or more

on car insurance” “I just saved a whole bunch of money by

switching to Geico” “So easy, a caveman could do it!” “The Drama will be real, but it wont save

you any money on car insurance.” “There might be a better way to spend 15

minutes online.” "We all do stupid things. Paying too much

for car insurance shouldn't be one of them.”

The Key to Success

Caveman Commericial

Questions and

Comments?