Read the BMW's 2014 Winter Olympic brand strategy case about applying the Elaboration Likelihood Model. Then participate in the discussion of the following questions, providing your rationale from the readings:

file:///Users/share/Desktop/BMW%E2%80%99s%202014%20Winter%20Olympic.pdf

1. Think of a time that you have to be persuasive at work and describe how you could use the Elaboration Likelihood Model to achieve your goal. Consider if you are trying to change a belief or behavior.
2. Discuss whether you would engage central or peripheral processing and why.