For your choice, select from:

A $=$ Rational, information

B $=$ Direct comparison to a competitor

C $=$ Humor$-$based appeal

D $=$ Emotionally$-$based appeal

E $=$ Sexually$-$based appeal

F $=$ Fear$-$based appeal

Your Promotional Challenge

Best Message Appeal$/$s

$($Use code from list above$)$

$1$ You want to help raise money for a local charity

$($a special school for kids$).$ You plan to use local

newspaper ads, letterbox drops, and posters in

local shops $-$ to encourage people to donate

items for a future charity auction.

$2$ Your cosmetics firm is introducing a new

perfume range that will be primarily targeted at

older teenage girls. It will be a little more

expensive than most competitive products

targeted at that segment and will be positioned

as the 'best' for that market segment.

$3$ A wine company is introducing 'light wine' $($a

low$-$alcohol wine that tastes similar to normal

wine$).$ Its prime target will be people who drink

wine when they eat out at restaurants $($and

need to drive home$).$

$4$ You are responsible for a new TV campaign,

organized by the government, which is

designed to encourage young drivers to be

more cautious when driving late at night.

$5$ You work for a large firm that is just about to

introduce a new smart phone, which your firm

believes is technologically superior to the

range of Apple iPhones.

$6$ Your firm's new range of washing powder has

been dramatically improved and will be re

launched $($that is$,$ 'new and improved'$).$

Previously, your firm's research showed that

the old product was often perceived as fairly

ineffective. Therefore, a new formula was

designed to ensure a highly effective new

product.

$7$ Your friend wants to start a small business as a

'dog walker'. $($That is$,$ someone who walks

dogs everyday if their owners are too busy$).$

She wants to know the best way to promote

her new service.

$*\text{'}$How$\text{'}$ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand$/$product as well.