11. Promotion

Question 1

Advertising

Answer 1

Oldest form of marketing communication/ “paid, non-personal communication of information”.

Question 2

Promotion

Answer 2

Another type of marketing communication/ creation of incentives to encourage purchase/selling

Question 3

Four traditional forms of promotion

Answer 3

Advertising, sales promotion, PR, personal selling

Question 4

Made to Stick, sticky ideas

Answer 4

Simplicity, unexpectedness, concreteness, credibility, emotions, and stories

Question 5

Rhetorical proof

Answer 5

Ethos: credibility/trust
Pathos: emotions/value
Logos: logic/reason/proof

Question 6

The AIDA model in advertising

Answer 6

Attention, Interest, Desire, Action

Question 7

Hierarchy of Effects

Answer 7

Knowledge/Thinking (Awareness-Knowledge) - Feeling/Attitudes (Liking- Preference-Conviction) - Directed effort/ behavior (Action)

Question 8

Edward Bernays

Answer 8

Nephew of Freud, father of public relations. Used psychological principles to influence public opinion and behavior (e.g., bacon & eggs, women smoking).