Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Are fear appeals always effective in changing
attitudes? Why?
Expert Solution
Step 1
Advertising appeals are communication strategies used by marketers to grab the attention of consumers and induce them to buy the product/service offered by the company.
There are different types of appeals in advertising:
- Emotional appeal
- Humor appeal
- Romantic appeal
- Social appeal
- Personal appeal
- Rational appeal
Fear appeals relates to creating a fear in the minds of the consumers by describing a threat to them if they do not purchase a product and also motivating them to purchase the product in order to protect themselves from such threats.
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