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Consumer Learning & Memory Michelle Brophy Emily Quadrino Theresa Falcon Stefanie Swanson Kate McQuade Elizabeth Vasek
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.”
Questions and
Comments?
