Advertising and Public Relations · M2 · papers

Explain the Ehrenberg model used in this course.

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Short exam answers with examples

Practice question. Explain the Ehrenberg model used in this course. [3 practice marks]

Answer

  1. Awareness makes the brand familiar.
  2. Trial gives the consumer actual product experience.
  3. Reinforcement supports a satisfactory experience and existing attitude.
  4. Nudging keeps the brand salient for later purchases.