Your company has decided to become the American producer of Chocomel, a Dutch soda that tastes like chocolate mousse. It is made from partially creamed milk, sugar, cocoa, and stabilizers. The price for one glass bottle will be $1.09. You are responsible for developing several advertisements for Chocomel. Name five common advertising appeals. For each appeal, give an example of a Chocomel advertisement message using that appeal.
What will be an ideal response?
PROFIT. The higher than ordinary price of Chocomel will allow the distributor to recoup its expenses more quickly.
CONCERN FOR HEALTH. Chocomel is a fun way to get the calcium the body needs.
LOVE/ROMANCE. Chocomel--is it an aphrodisiac?
FEAR. When all your friends are talking about this wonderful new soda, will you be part of the in-crowd who have enjoyed a cold bottle of Chocomel?
ADMIRATION. An attractive celebrity spokesperson could promote Chocomel.
CONVENIENCE. Chocomel is ready to drink right out of the bottle.
FUN AND PLEASURE. A bottle of Chocomel will make any event fun.
VANITY AND EGOTISM. Only the truly innovative will be able to appreciate the exquisite taste of Chocomel.
ENVIRONMENTAL CONSCIOUSNESS. Chocomel comes in a recyclable bottle.
Of course, students will have other ideas about advertising appeals. See Exhibit 14.7.
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