A large life insurance company has decided to switch from using a strong fear appeal to a

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A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?

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Marketing The Core

ISBN: 978-0078028922

5th edition

Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius

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Question Posted: Nov 06, 2013 06:14 AM

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A large life insurance company has decided to switch from using a strong fear appeal to a

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A fear appeal is a type of suggestion for the customer that ...View the full answer

Marketing The Core

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