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(: Why not put a photo up...I know you have one somewhere - <smile> Randy Fisher 16:09, 27 February 2009 (UTC))

Madhulika Kaushik
Employer:	Wawasan Open University
Occupation:	Professor in Management
Nationality:	Indian
Country:	Malaysia
	email
This user was certified a Wiki Apprentice Level 1 by Randyfisher .

My Profile

I am Madhulika Kaushik.a professor in Management I currently live in Penang , Malaysia and work for the Wawasan Open University (On leave from IGNOU, India) as Director of the Centre of Graduate Studies. I have an MBA and PhD in Marketing and have worked for 30 years now, the last 20 years in ODL.

My Interests

• OERs and management/Marketing/Consumer behaviour
• Networking with educators to share educational resources
• Identifying and addressing issues of Quality assurance in OER content

My Perspective

• Conversion of print based content to online content: Owing to the limitation of bandwidth a lot of institutions feel that posting all text on the web may not be a good use of the medium.
• Multimedia CDs supported with online services , updates and interactive discussions on the web may be a better strategy for offering online education at Masters and Executive masters levels

Training Project,27th Feb, 2009,WOU

Objectives

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After going through session you should be able to

1. describe why consumers apply selectivity in processing advertisements
2. Explain the different kinds of selectivity
3. Discuss the concept of selective distortion

Learning Concepts relevant to Advertising

Selective exposure

Selective exposure is a phenomenon that marketers have to contend with all the time. Consumers will excercise selectivity in various ways

• by zapping
• by zipping
• by turning off pages
• By tuning out

How do Marketers handle this problem

Marketers try to combat this by

1. creating differentiation
2. Introducing surprises
3. Rewarding viewing
4. using celebrities

Creating surprsies by incorporating spectacular visuals can have downsides too

1. it can be expensive
2. it can actually defeat the purpose-people can remember the visual but forget the product

good morning

For example , the picture on the right is used as an image to evoke association with a brand of coffee. Over time people,will reatin and remember the spectacular image of the sunrise but forget the coffee brand,so the imagery was successful but the brand association was not and part of the reason was that the visual was so spectacular that it overrode the brand name memory

The issue of Selective Distortion

My Sandbox

My sandbox I would like to have inputs on
Image:Madhulika1.jpg