Compare and contrast advertising based on logical appeal with that based on emotional appeal
What will be an ideal response?
Answer: The basic approach with a logical appeal is to make a claim based on a rational argument supported by solid evidence. Not surprisingly, business-to-business advertising relies heavily on logical appeals because businesses have logical concerns–profitability, process improvements, quality, and other financial and technical concerns. However, marketers should not ignore the emotional aspects of business purchasing. Managers put their reputations and sometimes their careers on the line when they make major purchase decisions, so advertisers need to consider these emotional elements. Logical appeals are also used in consumer advertising whenever the purchase decision has a rational component and logic might help persuade buyers to consider or prefer a particular product.
An emotional appeal calls on audience feelings and sympathies rather than facts, figures, and rational arguments. Emotional appeals range from sentimental to terrifying. On the lighter side, flowers, greeting cards, and gifts are among the products usually sold with a positive emotional appeal. At the other end of the spectrum are appeals to a broad range of fears: personal and family safety, financial security, social acceptance, and business success or failure. To be effective, appeals to fear must be managed carefully. Laying it on too thick can anger the audience or even cause them to block out the message entirely.
You might also like to view...
How well do direct mail response rates represent a campaign's long-term impact? How do marketers take this into account?
What will be an ideal response?
Match the inventory costing method from the list below that is being described in each situation in letters a-e. In all cases, assume a period of rising prices. FIFOFirst in, first outLIFOLast in, first outWAWeighted averageSISpecific identification _________ a. The method that is used if each inventory item can be matched with a specific purchase and invoice. _________ b. The method that will cause the company to have the lowest income taxes. _________ c. The method that will cause the company to have the lowest cost of goods sold. _________ d. The method that will assign a value to inventory that approximates current cost. _________ e. The method that will tend to smooth out erratic changes in costs.
What will be an ideal response?
When a few individuals at the top of an organization retain decision-making authority, the organization is referred to as a(n):
A) investment center. B) decentralized organization. C) profit center. D) centralized organization.
Tony, the human resources manager for TopShelf Beverages, is confidentially working with line managers to lay off a significant portion of the work force, while simultaneously processing generous retention bonuses and sizeable salary increases for top executives, one of whom Tony is also investigating for corrupt management practices. Feeling conflicted, Tony remembers that human resources managers typically face greater ________ challenges than other managers.
A. operational B. fiscal C. ethical D. planning E. profit and loss