Explain the concept of memory interference, and discuss four strategies for reducing it.
What will be an ideal response?
Explanation:
Memory Interference is the difficulty in retrieving a specific piece of information because other related information in memory gets in the way. A common form of interference in marketing is due to competitive advertising. Competitive advertising makes it harder for consumers to recall any given advertisement and its contents. A number of strategies exist for reducing memory interference:
Avoid Competing Advertising—avoid having your ad appear in the same set of ads (i.e., same pod in a TV format) as your competitors. Some companies actually pay a premium to ensure this exclusivity. Another strategy is called recency planning, which involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase occasion as possible.
Strengthen Initial Learning—stronger learning is less subject to memory interference. Memory interference is less pronounced in high-involvement contexts and for highly familiar brands. Strategies that encourage dual coding can strengthen initial learning.
Reduce Similarity to Competing Ads—similarity can be in terms of ad claims, emotional valence, and ad execution elements. Just as unique ads can break through advertising clutter to garner greater attention, unique ads are also more resistant to competitive memory interference.
Provide External Retrieval Cues—retrieval cues provide an external pathway to information that is stored in memory, and brands are so important because they can serve as a retrieval cue. Additionally, marketers can use point-of-purchase displays or package cues that link directly back to the advertisements for that brand.
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________ style is one of the behavioral groups, characterized by a direct and no-nonsense approach to people, and a desire for immediate gratification of needs or results
A. Rational B. Inquisitive C. Expressive D. Decisive
Answer the following statements true (T) or false (F)
1. Joe, a plant manager, wants to institute a compensation system in which more efficient workers earn higher wages. Joe is proposing to institute a differential rate system. 2. The Hawthorne studies succeeded in drawing attention to the importance of "social man" and how managers using good human relations could improve worker productivity. 3. Olde Manufacturing, a parts supplier to the auto industry, has been using the behavioral approach to management for over 100 years. However, since that method of management is too simplistic for practical use, Olde should begin implementing the newer and more sophisticated human relations movement approach to management, which is the most contemporary approach to management. 4. Behavioral science relies on data from past sales to forecast human behavior to develop strategic plans and goals. 5. When the Americans entered World War II in 1941, they used the British model to form operations research teams to determine how to deploy troops, submarines, and equipment most effectively. These techniques have evolved into quantitative management.
Ideally, the ISs of manufacturing organizations and their suppliers would be linked in a way that makes them subsystems of one large system.
Answer the following statement true (T) or false (F)
The rate of return on assets relates the results of operating performance to the investments of a firm without regard to how the firm financed those investments. The ratio is calculated as follows:
a. Net Income + Interest Expense Net of Income Tax Savings ----------------------------------------------------------------------- Average Total Assets b. Net Income ----------------------------------------------------------------------- Average Total Assets c. Net Income + Interest Expense ----------------------------------------------------------------------- Average Total Assets d. Net Income + Interest Expense Net of Income Tax Savings ----------------------------------------------------------------------- Ending Total Assets e. Net Income ----------------------------------------------------------------------- Ending Total Assets