This preview shows page 1. Sign up to view the full content.
Unformatted text preview: essage Content Communicator must figure out an appeal or theme that will produce desired response Three types of appeals: Rational appeals relate to audiences selfinterest. Emotional appeals stir up positive or negative emotions that motivate purchase. Consumersoften feel before they think. Many companies are use humor Message Structure • Three message structure issues: Whether to draw a conclusion or leave it to the audience. Whether to present the strongest arguments first or last Whether to present a onesided argument (only stating strengths) or a twosided argument (strengths and weaknesses) Message Format • Marketers must consider color, size, shape, scent, illustrations etc. Choosing Media Must select...
View Full Document
This note was uploaded on 04/08/2014 for the course MKTG 304 taught by Professor Nyer during the Fall '12 term at Chapman University .
- Fall '12