Read the BMW's 2014 Winter Olympic brand strategy case (e-Reserves) about applying the Elaboration Likelihood Model, and Beebe, S. A., & Beebe, S. J. (2018). A concise public speaking handbook (5th ed.). Hoboken, NJ: Pearson. (chs. 24 and 25). Then participate in the discussion of the following questions, providing your rationale from the readings:

Part 1:

1. How did using the Elaboration Likelihood Model influence BMW's brand strategy?
2. How would the brand strategy have differed without the use of ELM?

Part 2:

1. Think of a time that you have to be persuasive at work and describe how you could utilize 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 in central or peripheral processing and why.