Assignment 1—Advertising Appeals:
Advertising appeals are the persuasive pressures that stimulate a person to buy a product or service by speaking to an individual's needs, interests, or wants. The goal of an ad is to persuade customers, and advertising appeals provide just the right hook to allow persuasion to occur.
Common advertising appeals include savings, health, fear, admiration, convenience, fun and pleasure, vanity and social consciousness. Find two examples of online advertisements that use these appeals. You can search product websites, YouTube or your Facebook feed. Analyze the ads and explain how they target the characteristic appeal that you chose. Include the online link(s) for your ads.
Assignment 2—Marketing Ethics:
Marketing ethics is an area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics.
One of your long-time customers asked you to recommend a good laptop that she intends to buy for her pregnant daughter who will be working from home on her laptop for the duration of her pregnancy. As you examine some of the options you have in your inventory, you notice a small printed message that reads "Warning: This product contains chemicals, including lead, known to the State of California to cause cancer, and birth defects or other reproductive harm. Wash hands after handling." How would you respond to her e-mail? Keep in mind that year's end is approaching and you are working very hard at reaching sales goals set to earn a sizable bonus that your company intends to provide those who meet or exceed sales goals.
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