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Think about an ad that you have seen on television which grabs you. State what the ad is promoting and discuss if it focuses on emotional appeals, logical appeals, or character-based appeals? Does the chosen appeal seem appropriate given the product, service, or cause that is being promoted?
2.Ethics in Messanging
Think of a sales message that you regard as ethically questionable. Discuss the nature of the ethical problems and how you would correct them?
Pick of the items below and discuss two extrinsic benefits you might use as an extra push if you were promoting the item.
Extrinsic benefits for health-club membership
Extrinsic benefits for Internet service or digital cable service
Extrinsic benefits for a line of clothing
Extrinsic benefits for car insurance
Read the persuasive request message below. It was written by the membership chairperson of a chapter of the Service Corps of Retired Executives (SCORE), a service organization consisting of retired executives who donate their managerial talents to small businesses in the area. Discuss one change you would make to make this message more effective?
Dear Ms. Petersen:
As membership chair it is my privilege to invite you to join the Bay City chapter of the Service Corps of Retired Executives. We need you, and you need us.
We are a volunteer, not-for-profit organization. We are retired business executives who give free advice and assistance to struggling small businesses. There is a great demand for our services in the Bay City area, which is why we are conducting this special membership drive. As I said before, we need you. The work is hard and the hours can be long, but it is satisfying.
Please find enclosed a self-addressed envelope and a membership card. Fill out the card and return it to me in the envelope. We meet the first Monday of every month (8:30 at the Chamber of Commerce office). This is the fun part – strictly social. A lot of nice people belong.
I’ll see you there Monday!