Week 2 Flashcards
What is neuromarketing?
A measurable, empirical way to study the impact of persuasion on consumers
In what 2 forms do buying decisions come in?
- Rational
2. Emotional
What are the 4 keys to effective neuromarketing? (EXAM)
- Diagnose the pain
- Differentiate your claims
- Demonstrate the gain
- Deliver to the reptilian brain
How does neuromarketing study physical change?
- Facial coding
- Eye tracking
- Voice analysis
- Skin conductor test
- MRI
What are the 3 parts of the self?
- The New Brain - rational self
- The Middle Brain - emotional self
- The Reptilian Brain - instinctual self
What are the six stimuli in the reptilian brain?
- Self-centered
- Contrast
- Tangible
- Beginning in end
- Visual
- Emotional
What are the 6 principles of sticky ideas? (EXAM)
S - Simple U - Unexpected C - Concrete C - Credible E - Emotional S - Stories
What are the 5 wrong things that PR people do?
- Spam
- All caps in headline
- Call repeatedly without leaving a voicemail
- Dictate or get involved in editorial decisions
- Spell their names wrong
What are the 2 reasons that traditional media relies on news releases?
- Reporters/editors spend time processing info, not gathering it
- No media enterprise has enough staff to cover all events
What is an SMR?
Smart Media Release
- makes it possible to embed a news release with photos, graphics, videos, audio
What is a mat release?
Longer than a press release that is geared to a consumer audience
What are the 5 major methods of news release distribution?
- First-class mail
- Fax
- Electronic wire service
- Online newsrooms
What are the 3 kinds of media tours?
- Junkets
- Familiarization Trip
- Executive Travels
What cases did Andrew from Publicis handle?
- Tim Hortons (eh-moji keyboard)
2. Becel Margarine (cookies)
What are the 3 components of great content?
- Brand
- Consumer
- Culture
