# Explain the Ehrenberg model used in this course.

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/papers/m2-questions/models-ehrenberg

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/papers/m2-questions--models-ehrenberg/

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.

#### Illustrative example · A familiar biscuit

The shopper recognises a biscuit pack, tries a small pack, likes the actual taste and later sees a reminder near the next shopping occasion. The reminder supports repeat buying; it does not need to completely change a belief each time.