Discuss 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 message that utilizes each attribute.
Answer to relevant QuestionsFind a celebrity who is currently appearing in an ad for a particular company or brand and use McCracken’s meaning transfer model (shown in Figure 6-4) to analyze the use of this individual as a spokesperson.Explain some of the reasons marketers are shifting their budget allocations from traditional to digital and social media. What are some of the advantages and disadvantages with this reallocation?Evaluate the “Iconic Passion” branding platform and IMC campaign that the Lambesis agency created for Tacori. Why do you think this campaign has been so successful in creating a brand identity for Tacori and increasing ...Discuss the various factors that account for the way divergence can be achieved in advertising creativity. Find an example of an advertisement that reflects these various characteristics and explain how it does so.Discuss some of the reasons a marketer might choose to create a personality symbol or character to represent the company or brand. Analyze the strategy behind Dos Equis’ use of “The Most Interesting Man in the World’ ...
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