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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...
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