22 SimpleMills is a specialised brand of cookies for people with diabetes. It features

low-sugar cookies that are suitable for people suffering from diabetes who need to

follow a low-sugar diet. In addition, all SimpleMills products are made with natural

ingredients and organic spices.

Anne's Bikkies, on the other hand, is a brand that offers a wide range of cookies

from simple tea cookies to more sumptuous chocolate gourmet cookies. It caters to

a broad customer segment.

22aAssume that both companies have approached you to make a promotional

campaign for their products. Using the Elaboration Likelihood Model of persuasion

(ELM), identify which route to persuasion would you use when creating promotional

messages for SimipleMills, and which route to persuasion would you use when

creating promotional messages for Anne's Bikkies. Explain the reasons for your

choice.

22b)

Based on your answer to Q22a above, give examples of specific elements you would

include in the advertisement for SimpleMills and in the advertisement for Anne's

Bikkies. What would the advertisements for each of the brands focus on?

22c)

The companies have also asked for your advice in positioning their products. Using

your knowledge of taxonomic categories, indicate how you would position each of

the two brands in terms of taxonomic category level (i.e., at the basic, the

superordinate, or the subordinate-level of categorisation). Explain the reasons for

your decision.