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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 31
Dell is using emotional appeals in the "More You" advertising campaign. Chapter 10 identifies three basic emotions.
a. Which of these three primary emotions is Dell trying to elicit with this campaign (you can select more than one) Justify your answer.
b. Table 10-4 gives examples of various emotions that are covered within the three primary dimensions. Using this list, as well as other descriptors, describe the specific emotions that the "More You" campaign could elicit.
a. Which of these three primary emotions is Dell trying to elicit with this campaign (you can select more than one) Justify your answer.
b. Table 10-4 gives examples of various emotions that are covered within the three primary dimensions. Using this list, as well as other descriptors, describe the specific emotions that the "More You" campaign could elicit.
Explanation
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Advertising is any paid form of marketin...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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