Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs. Choose a TV commercial or print ad and use the persuasion matrix to evaluate how it might influence consumers’ response processes.
Answer to relevant QuestionsDiscuss the three primary source attributes noted by Herbert Kelman and the different processes by which they can influence attitude and/or behavior change. Find an example of an advertisement or other type of promotional ...Some economists believe that the impact of advertising on sales follows an S-shaped curve, while others argue for a concave-downward curve. Discuss the differences in these perspectives. Is it possible for both to be correct?Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?Advertising creativity is viewed as the ability to generate unique and appropriate solutions to communication problems. This definition suggests that a creative ad is one that is novel but also relevant or appropriate. Find ...Choose three of the advertising execution techniques discuss in the chapter and find examples of advertisements that are using them. Discuss why the marketers might be using these particular ad execution techniques.
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