IMC Perspective 5-1 discusses the results of a survey showing how men and women differ in their visual processing of sexual imagery in print ads. On the basis of these findings, what suggestions would you make to a marketer of hard liquor who is considering using a revealing photo of an attractive model in a print ad for the company’s product? Would your answer differ for the marketer of a personal computer who was considering doing so?
Answer to relevant QuestionsExplain what is meant by a central versus peripheral route to persuasion and the factors that would determine when each might be used by consumers in response to an advertisement.Visit the website for the Montana Meh Project (www.montanamethproject.org) and choose three ads that use various levels of fear in the message. Discuss why each ad may or may not be effective.Some marketers feel that the hierarchy of effects models may no longer reflect the characteristics of the consumer decision-making process. Discuss the pros and cons of these arguments.Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?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.
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