1. Classical conditioning
Stimulus the audience likes such as music is consistently paired with the brand name. Over time
some of the positive affect associated with the music will transfer to the brand.
2. Producing positive affect towards the advertisement
Positive affect towards the advertisement may increase liking of the brand through classical
condition. Through use of humour, celebrities or emotional appeals increases affect towards the
advertisement
3. Mere exposure
This is to repeatedly expose them to stimulus, people liking for something may increase simply
because they see it over and over again.
Changing the cognitive component: this can be done through the following:
-Changing beliefs: this strategy involves shifting beliefs about the performance of the brand on one or more attributes
-Shifting performance: this is trying to convince customers that those attributes on which their brands are relatively strong and are the most important.
-Adding beliefs: marketers can also try to add new beliefs to the customer’s belief structure.
Changing the ideal: marketers can change attitudes by changing the perception of the ideal
brand or situation.
Titany answered the question on November 3, 2021 at 12:30
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