1. Managing Consumer Learning
through advertising
Sumeet kr. Jaiswal

2. Agenda
• Learning
• Theories of Learning
• Managing consumer learning through
advertisement
• Examples of different advertisement based on
Learning Theories
• Conclusion

3. Learning
• Meaning : Learning is (relatively) permanent
change in behavior as the result of
experience.
• Factors affecting learning
• Learning process

4. Learning Theory
 Behaviorism
 Social Learning Theory
 Cognitive Learning Theory

5. Behaviorism
 Classical Conditioning - Pavlov
S US
UR
CS US
CR

6. Behaviorism
 Operant Conditioning - Skinner
The response is made first,
then reinforcement follows.

7. Social learning theory
• Social learning focuses on the learning
–that occurs within a social context.
–It considers how people learn from one
another, encompassing such concepts as
• observational learning,
• imitation, and
• modeling.

8. Cognitive Learning Theory
 Discovery Learning
 Jerome Bruner
 Meaningful Verbal
Learning -
 David Ausubel

9. Managing buying role through
advertisement
• Initiator
• Influencer
• Gate keeper
• Decider
• Buyer
• User

10. Learning management through
advertisement

12. Advantage of Managing
Consumer Learning through
advertising
• Creating interest
• Positioning and Branding
• Increase in consumer base
• Marketing penetration
• Increase in Sales

13. Disadvantage of Managing Consumer
Learning through advertising
• Sometimes customization becomes difficult.
• It will be expensive.
• Wrong interpretation may occur

14. Conclusion
Managing Consumer Learning through
advertising theorist says that learning is
produced through the inter play of
• drives,
• stimuli,
• cues,
• responses, and
• reinforcement .