LECTURE TIPS AND AIDS
1) Students enjoy discussing subliminal advertising, and some believe very strongly that it is both
commonly used and very effective. These students will probably bring up the works of Wilson
Have students use Key’s “methodology” (subjectively looking at ads for sexual symbols) to find
animals, stars, crosses, or other nonsexual symbols. If students examine enough ads, many of
these symbols can be found.
2) Creating a sudden, loud noise or having a student talk loudly in the back of the room at a specified
time in the lecture can establish the attention attracting power of stimuli.
3) Have students list their favorite magazines, TV shows, and sections of the newspaper. Have them
do the same for their parents. This exercise will show substantial differences between
males/females and students/parents in terms of media exposure and thus media strategy
4) The nature of interpretation can be shown by passing out the following statement to the class: “It
is absolutely essential that the worker make the key decisions in the workplace. He/she must
determine the production process.” Give half the class the quote attributed to a popular capitalist
such as Steve Jobs of Apple and for the other half have it attributed to union leader or a socialist
from China. Have the students write a brief paragraph evaluating the idea. Then have several
students read their paragraphs out loud. The impact of the source on interpretation will be obvious.
5) You can have students go to www.ftc.gov and search for deceptive ad cases and bring one or more
to class to discuss. You can work on distinguishing between false claims and claim-belief
6) Student Handout 1: USING WEBERS LAW: Can be used to explore the idea of JND.
7) Student Handout 2: MARKETING CLASSIC: ATTRACTIVE MODELS: ATTRACTION OR
DISTRACTION: Can be used to demonstrate how brand-irrelevant factors that attract attention
can actually distract consumer focus from the brand and its critical features. Suggests that not all
attention-getting stimuli are equal in their ability to drive attention to the brand.
8) Assign and/or prepare one or more of the CB PRESS HIGHLIGHTS articles for class discussion.
The searchable CB Press Highlights Database can be found in the Instructor Resources in
9) Build a recent news story or commercial into your PowerPoints. The searchable Video and
Commercial Links Database can be found in the Instructor Resources in Connect.
Student Handout 1: USING WEBERS LAW