View the following YouTube advertisement and answer the questions below

 (3847) Budweiser features a Clydesdale in its 2022 Super Bowl commercial - YouTube (Budweiser) 

(1) Which of the two routes to persuasion - the central route to persuasion or the peripheral route to persuasion - do you think the ad is mainly taking? Why? 

(2) For the ad, identify the central product-related information and the peripheral non-product information used in the communication. 

(3) Provide a reasoned assessment of its overall effectiveness (or persuasiveness) in bringing about a positive change in brand attitude (Abr) or purchase intention.

(You might want to examine the ad's effectiveness along the process of Cbr ? Abr ? Purchase intention or Cad ? Aad ? Abr ? Purchase Intention, or both. See the elaboration of likelihood model of persuasion presented on the slide below.)

 

Transcribed Image Text:

The Elaboration Likelihood Model (ELM) of Persuasion Identifies two cognitive processes by which promotion communications such as advertising can persuade consumers Hi Involvement with product or message Exposure to Persuasive Communication Low Involvement with product or message Attention Focus on central Product related information Attention Focus on Central Route to Persuasion Comprehension Deeper thoughts about prod. attributes and consequences (more elaboration) peripheral non-product information Peripheral Route to Persuasion Comprehension_ Shallow thoughts about non-product information (low elaboration) Persuasion Brand beliefs (Cbr) Abr Purchase intention Persuasion Non-product beliefs (Cad) Aad Abr Purchase intention The Elaboration Likelihood Model (ELM) of Persuasion Identifies two cognitive processes by which promotion communications such as advertising can persuade consumers Hi Involvement with product or message Exposure to Persuasive Communication Low Involvement with product or message Attention Focus on central Product related information Attention Focus on Central Route to Persuasion Comprehension Deeper thoughts about prod. attributes and consequences (more elaboration) peripheral non-product information Peripheral Route to Persuasion Comprehension_ Shallow thoughts about non-product information (low elaboration) Persuasion Brand beliefs (Cbr) Abr Purchase intention Persuasion Non-product beliefs (Cad) Aad Abr Purchase intention

Answer rating: 100% (QA)

1 Based on the Budweiser Super Bowl commercial it appears that the ad is primarily taking the peripheral route to persuasion The commercial features a ... View the full answer