Contemporary Marketing (MindTap Course List)
17th Edition
ISBN: 9781305075368
Author: Louis E. Boone, David L. Kurtz
Publisher: Cengage Learning
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Chapter 16, Problem 7ALR
Summary Introduction
To discuss: The different types of emotional appeals used by advertisers and their pitfalls and benefits.
An advertisement is an announcement made in public to promote their product or service through television advertisements, radio advertisements, and advertising campaigns.
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1 What are some common emotional appealsused in advertising?
Are we considering the emotional implications of the ad and/or the use of our product?
What does it mean that advertising is intended to persuade? How do different ads persuade in different ways?
Chapter 16 Solutions
Contemporary Marketing (MindTap Course List)
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- What elements make an ad effective? Why?arrow_forwardDoes advertising create desire or merely reflect it?arrow_forwardWhat is the difference between an unconditioned stimulus and a conditioned stimulus? People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work? What are the dangers of advertising wear-out, and how might a marketer avoid it? Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea? Why are brand marketers concerned with stimulus discrimination? What is the major difference between behavioral and cognitive theories of learning? Name the three stages of information processing as we commit information about products to memory. What is external memory, and why is it important to marketers? How can marketers use sensory memory? What advantages does narrative bring to advertising? List the three types of memory, and explain how they work together. How is associative memory like a spider web? How does the likelihood that a…arrow_forward
- What is the difference between an unconditioned stimulus and a conditioned stimulus? People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work? What are the dangers of advertising wear-out, and how might a marketer avoid it? Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea? Why are brand marketers concerned with stimulus discrimination? What is the major difference between behavioral and cognitive theories of learning? Name the three stages of information processing as we commit information about products to memory. What is external memory, and why is it important to marketers? How can marketers use sensory memory? What advantages does narrative bring to advertising? List the three types of memory, and explain how they work together. How is associative memory like a spider web? How does the likelihood that a…arrow_forwardWhat are the pros and cons of the use of two-sided message as well as refutational appeal as the basis for their advertising messages. Find an example and discuss why the marketer might be using it?arrow_forwardWhat is an advertising appeal?arrow_forward
- What were they feeling? How did the ad affect them?arrow_forwardHow do advertisers create a brand image through their advertising efforts?arrow_forwardTrek has designed a new off-road bicycle designed to stand up to therugged conditions of trail riding. Develop a theme for an advertisingstrategy that covers all three components of attitude.arrow_forward
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