A marketer must decide whether to incorporate rational or emotional appeals in its communication strategy to its target market.

a. Describe conditions that are favourable to using one or the other.When would you use rational and/or emotional appeals in your communication strategy? (7.5 marks).

b. Giveone example of a brandthat you know well that can appropriatelyuse emotional appeal(be specific which emotional appeal that is) and explain why it is more effective to incorporate this than rational appeal