Marketing and Advertising Basics

Questions and Answers

Which persuasive technique appeals to emotion?

Logos

Rhetoric

Pathos (correct)

Ethos

Advertising only attempts to appeal to consumers using factual information.

False

What is the primary goal of marketing?

To obtain what individuals and groups need and want through creating and exchanging products and value.

An advertisement using _____ appeals to credibility or character.

<p>ethos</p> Signup and view all the answers

Match the persuasive technique with its description:

<p>Pathos = An appeal to emotion Logos = An appeal to logic or reason Ethos = An appeal to credibility or character</p> Signup and view all the answers

Study Notes

What is Marketing?

Defined as a social and managerial process that enables individuals and groups to obtain needed or wanted goods and services.
Involves the creation and exchange of products and value with others.

What is Advertising?

A component of marketing focused on promoting products or services to influence consumer behavior.
Aimed at communicating messages that persuade potential customers to make purchases.

Influence of Advertising

Advertising affects consumer decisions and can significantly shape perceptions.
Factors influencing whether consumers feel affected by advertising include personal experiences and societal trends.

Common Advertising Channels

Advertisements can be found in various mediums including television, radio, print (newspapers and magazines), digital platforms (social media, websites), and outdoor spaces (billboards).

Persuasive Techniques in Advertising

Three main categories of appeals used to alter consumer perceptions:

Pathos

Appeals to emotion, seeking to evoke feelings that can guide consumer behavior.
Can utilize both positive (joy, excitement) and negative (fear, sadness) emotions to create an emotional connection.

Logos

Appeals to logic and reason, providing evidence or statistics about the product.
Aims to help consumers understand the tangible benefits or features of the product through rational arguments.

Ethos

Appeals to credibility or character, persuading consumers that the brand is trustworthy and reliable.
Often incorporates endorsements or statistics from recognized experts to build trustworthiness.

Misleading Advertisements

Some advertisements may employ deceptive tactics that misrepresent the product or its benefits.
Awareness and critical thinking are essential to recognize and evaluate misleading advertising claims.