Distinguish between message arguments and peripheral cues as fundamental determinants of persuasion. Provide several examples of each from actual television commercials or other advertisements.
Answer to relevant QuestionsThere are three general strategies for changing attitudes. Explain each, using, for illustration, consumers’ attitudes toward a fast-food chain of your choice (McDonald’s, Burger King, KFC, etc.). Apply the hierarchy of marcom effects framework (see Figure 8.1) to explain the evolution of a relationship between two people, beginning with dating and culminating in a wedding. Describe circumstances when each of the five advertising functions described in the chapter might be more important than the others. Data in this same section indicated that nondurable goods (versus durables) are relatively more responsive to price cuts than advertising increases. Offer an explanation for this differential. Several examples of brand image advertisements were offered in the chapter. Identify two additional examples of advertisements that appear to be using the brand image, or transformational, creative style.
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