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Which of the following statements provides a reason for why marketers may use emotional appeals that arouse positive emotions?

3. You are working for a campaign focused on a controversial ballot issue in the upcoming election, towards which several people hold a negative attitude. Your charge is to interact with and guide the ad agency that is creating the ad campaign to win over the opponents of this issue. You realize that there are two distinct segments in your target market: (i) those who are somewhat skeptical towards the issue because of a few legitimate concerns as well as some misunderstandings, (ii) those who have a more defensive reaction because of negative emotions they associate with the issue due to media’s recent coverage of an incident related to it. During your initial meeting, your ad agency suggests three main ideas for the ad campaign (listed below as a, b, and c). a) “Include strong arguments in the message to directly address the top 5 concerns and misunderstandings that people have related to the issue” b) “Use give and take: admit a limitation or two related to the issue, then present its important positives, suggesting that although not perfect, overall it is a winner” c) “Recruit admired community leaders and popular local celebrities to endorse the issue”   Please evaluate the relative effectiveness of each these ideas, separately for each of your two target markets, clearly explaining your rationale and assumptions. That is, evaluate each idea and rank order its relative effectiveness (amongst the 3 provided) for each target market, clearly providing your logic.   (i) Skeptics: (5 points)   (ii) Defensive audiences: (5 points)   Which would be the best strategy to use in mass messages targeted to everyone in the market? Why? (4 points)    

Which of the following is not likely to be a legitimate objective of advertising

Consumer memory of an ad can be enhanced by

The mere exposure effect:

Snapple wants to increase choice of its brand in the purchase environment, so that when consumers are in the beverage aisle in the store, Snapple is one of the first brands to be noticed and chosen by the consumer. The best strategy will be to:

Fredo, a manager at a consulting firm, feels he is an excellent judge of character.  He has lunch with the firm’s 10 new recruits and quickly concludes that they will be excellent employees. This conclusion on Fredo’s part seems to be the result of [bias] bias. 

Emily Morgan is a 30-year veteran at Levi Strauss & Company. She joined the company as a secretary in the advertising department and slowly began rising through the ranks. The more she saw how the company worked, the more dissatisfied she became. According to Morgan, the company was “dysfunctional” and “internally competitive, one division against another.” This is why Morgan became a part of the change initiative when talk of reinventing the company spread through headquarters. She led the team that designed the Develop Sources process, a system for working with suppliers. In 1995, Morgan became vice president for fulfillment, Asia. Her job was to convince Levi’s Asia suppliers to adopt more efficient production and distribution techniques. The Asian suppliers were afraid of change. Once Morgan and her staff showed suppliers how use of the Develop Sources program would benefit them, Morgan’s job to transform Levi’s Asian operations became easier. Morgan used [tactic] to deal with resistance to change and convince the Asian suppliers that it was in their best interest to adopt the Develop Sources process.

Short Answer Q2b(ii) Creative strategy

Short Answer Q3a Skeptics: