Fear-based message strategies are powerful yet difficult to implement. In addition, ads that scare the consumer into action tend to have limited application, since few product categories are well suited to messages that invoke fear. Divide into teams and have each group plan a fear based ad. The ads should include visual and written components, and each team must present its ad to the class for evaluation. Have a panel of student judges assess the effectiveness of ads using the guidelines for fear-based strategies discussed in the chapter.