Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 2

Assume that your target audience is composed of people who can afford to purchase a "hybrid" automobile such as the Chevy Volt, Honda's Insight, or Toyota's Prius. (Note: Hybrid automobiles are high-mileage cars that combine efficient gasoline engines with electric motors powered by batteries.) Assume that your target audience is composed of people who have negative attitudes toward hybrid vehicles. Using material from the chapter, how would you attempt to change their attitudes if you were the advertising agency responsible for this campaign Be specific. Do the same for all-electric vehicles, such as the Nissan Leaf.