Compare and contrast the use of negative and positive appeals in advertising messages
What will be an ideal response?
Transformational appeals often attempt to stir up emotions that will motivate purchase. Negative appeals such as fear, guilt, and shame may get people to do things or stop doing things. Positive emotional appeals include humor, love, pride, and joy. Motivational or "borrowed interest" devices—such as the presence of cute babies, frisky puppies, popular music, or provocative sex appeals—are employed to attract attention and raise involvement with an ad. However, attention-getting tactics may detract from comprehension, wear out their welcome fast, and overshadow the product.
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Jonathan's team has to decide whether or not to pursue a new business opportunity in Japan. He split the team into opposing sides and has them engage in role-playing to help them consider the decision from multiple perspectives. This is an example of __________ conflict.
a. multicultural b. personality c. intragroup d. programmed
Under the absorption-cost approach, all of the following are included in the cost base except
a) direct materials. b) fixed manufacturing overhead. c) selling and administrative costs. d) variable manufacturing overhead.