An antismoking ad sponsored by The New York City Department of Health crossed the line for many viewers. The spot showed a young boy who cries hysterically as a crowd of adults walks by him. The voice over says, “This is how your child feels after losing you for a minute. Just imagine if they lost you for life.”The ad aroused a lot of controversy because it was not clear if the child was merely acting or if the spot’s producers provoked his tears for the camera. Is this genre of “scared straight” advertising an effective way to convince people to curb unhealthy behaviors like smoking?
Answer to relevant QuestionsThe Coca-Cola Company pulled a UK Internet promotion campaign after parents accused it of targeting children by using references to a notorious pornographic movie. As part of its efforts to reach young social media users for ...A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to using one or the other. Why would a marketer consider saying negative things about his or her product? When is this strategy feasible? Can you find examples of it? What is the foot-in-the-door technique? How does self-perception theory relate to this effect? What are some factors that influence how an organizational buyer evaluates a purchase decision?
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