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Consumer Behaviour (MKT 530) Fall, 2014
Graded Discussion Board No. 2
Due Date: 16 Feb, 2015
Total Marks: 10
Topic: Advertising Appeals
NOTE: There is no grace period in case of GDB
Objective of GDB
The basic objective of this GDB is to make students familiar with the importance of advertising and advertising appeals and its practical implications.
After attempting this GDB students will be able to:
Advertising managers and practitioners use different influencing tricks likewise advertising appeals, in order to gain attention of their target audience. There are different sort of advertising appeals such as sex, humor, fear, music and guilt. These appeals speak about the individual needs, wants and interest. Advertising appeals are comprised on the basis of many advertising messages. There are some messages in advertising appeals which are too good and are very true to be believed on. Current research in humor appeal has not clearly defined, the medium best suited for the use of such appeal. Marketers need to take into account all factors when trying to ensure the smoothest and suitable possible passage for their advertising campaigns while using such appeals. Research in particular field, on broad scale has focused on judging the effects of the different appeals on targeted consumer's attitude towards advertisement. In the advertisement of tobacco, fear appeal has used to caution the tobacco users especially for those who are health conscious. Messages through advertisements engage customers for longer run and to make them loyal with particular brand.
Point of Discussion:
The total marks of this discussion are 10. Where 2 marks for appeal and 2 marks for each supporting arguments; avoid irrelevant text/material and lengthy discussion; be precise and stick to the topic while answering.
For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.
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