12-1. One way to establish credibility with an audience is through honesty. Customers are sensitive to messages that reach them and therefore lying to them is sure to cause mistrust. Honesty builds firm’s ethos and attracts prospective customers. Besides, knowledge of the target audience is crucial. Knowing the audience allows a marketer to know the things that appeal to them most. Also, a marketer needs to back up their claims since an audience will be more receptive to messages which have backed up claims.
12-2. Aida model is a marketing and advertising strategy which identifies that a customer progresses through consecutive stages to purchase a product. The model recognizes that an advertising message must accomplish several steps to enable a customer to become aware and eventually take action. Aida stands for Awareness, Interest, Desire, Action.
Delegate your assignment to our experts and they will do the rest.
12-10. Ethical behavior is paramount when designing a persuasive message since advances in technology continually unveil new methods of communication with customers without bruising their ego. A compelling message intends to capture the attention of a customer, and therefore, the source of the advertisement must observe etiquette by portraying moral behavior.
12-13. Emotional Appeals can be ethical or unethical, depending on the situation of use. Emotional appeals are non-verbal cues that send powerful and sensitive messages. When misused, an emotional appeal can send a negative message that becomes unethical. However, when used appropriately, an emotional appeal can send a message which contains many signals that directly capture the attention and influence an audience.
12-14. A promotional message must pass through a series of steps for it to influence and prompt action from the customer. A message that directly calls a customer to action will remain vague and unpleasant because the customer may interpret the intent of the message as coercion and forceful demand of action.
