Attitudes and How to Change
Follow these instructions for your initial post:
- Your initial post must be a minimum of 350 words.
- Use headers and sub-headers.
Prior to beginning work on this discussion forum, review the following resources:
- Chapter 6: Attitudes and How to Change Them from your course text, Consumer Behavior: Buying, Having, and Being (attached)
- https://bizfluent.com/about-6375595-do-marketers-n… article
- Initial Response
- Part A: In your daily life, you encounter countless advertisements and persuasive messages vying for your attention. Understanding the difference between rational and emotional appeals is crucial to discern the strategies behind these messages. In this response, you will explore how these appeals are used in advertising, analyzing real-world examples to understand their effectiveness and impact on consumers. By examining these concepts, you will gain insights into the intricate techniques marketers apply to influence decision-making processes. In your post, address the following:
- Part A
Requirements: Clear
- Difference between rational and emotional appeals
- Two advertisements
- Part B
- Nonhuman endorsers
- Part C
- Selected advertainment and its effect
- Explain the difference between rational and emotional appeals.
- What sources of information and persuasion will be triggered by each kind of appeal?
- Analyze 2 advertisements, one which has a rational appeal and one which has an emotional appeal.
- Include a copy of each advertisement’s image or a screenshot of each advertisement in your post.
- Explain the message appeal and your interpretation of the advertisement’s effectiveness in choosing that appeal.
- Justify your analysis.
- Part BIn today\\\’s competitive marketplace, advertisers are constantly seeking innovative ways to capture the attention and trust of consumers. One effective strategy involves leveraging likability and trustworthiness by selecting endorsers who go beyond the realm of human personalities. From beloved mascots to adorable animals, nonhuman endorsers have become prominent features in advertising campaigns across various industries.In this response, you will explore the rationale behind using nonhuman endorsers in persuasive communication strategies. By analyzing a real-life example, you will uncover the unique appeal and impact that these unconventional endorsers bring to advertisements, focusing on the dynamics of consumer persuasion in modern advertising.In your post, address the following:
- Analyze a real-world example to explain why advertisers seek nonhuman endorsers.
- Include a copy of the image or the screenshot of the advertisement you selected that contains a nonhuman endorser.
- Analyze a real-world example to explain why advertisers seek nonhuman endorsers.
- Part CTraditional advertising often places messages before or after content. Examples include a billboard for a new car model placed along a busy highway to catch the attention of commuters, an ad for a local car dealership broadcast during a music break on a popular morning radio show, or an ad for a luxury watch brand, like Rolex, placed next to an in-depth magazine article about high-end timepieces. However, many people tend to ignore these ads. As discussed in persuasion models, messages are less likely to trigger counterarguments if they are linked to a narrative. This insight has led to the emergence of advertainment, the fusion of advertising and entertainment.This blend of advertising and entertainment aims to engage consumers in more subtle and captivating ways. Chapter 6 introduces four types of advertainment media:
- Native advertising
- Product placement
- Advergaming
- Reality engineering
- Each method offers unique strategies for capturing consumer attention and influencing their behavior. In this part of the discussion forum, you will select one type of advertisement medium and analyze how it shapes consumer perceptions and drives brand success.In your post, address the following:
- Select 1 of the advertainment medium from the list of four media types mentioned.
- Find an example of your selected advertainment media and include it in your post.
- Discuss the type of advertainment medium you found.
- Discuss why it’s effective in capturing attention and influencing the consumers.
- Use these suggested keywords, or similar ones of your own, to create headings for your post and identify important sections in your submission. Please note that including headers is mandatory.
Order Material(s)
Completed File(s)
Answer preview to Attitudes and How to Change
APA
477 words
