Colgate-Palmolive offers a range of toothpastes, among which are Colgate Total and Colgate Sensitive Pro-Relief (see pictures below). Colgate Total is promoted as a multi-purpose toothpaste. It is targeted at the average consumer who wants an all-in-one toothpaste for clean and healthy teeth and gums. Colgate Sensitive Pro-Relief is a specialised toothpaste for people with sensitive teeth. It contains a clinically proven Pro-Argin formula that provides instant and lasting relief and helps repair tooth enamel.

a. Assume you were hired by the company to design advertising messages for each of their two brands: Colgate Total and Colgate Sensitive Pro-Relief. Using theElaboration Likelihood model, which route to persuasion would you choose for the Colgate Total advertising message, and which one would you choose for the Colgate Sensitive advertising message?Explainyour reasoning.

b. What would each of the advertisements focus on? Describe the key elements of each of the advertisements, such as communication source to be used, type of claims/arguments to be used, type of images to be used, etc.

c. Colgate-Palmolive also sell a smaller travel-size (24g only) Colgate Total. Which aisle in the supermarket would you recommend they place the travel-size toothpaste variety? Use the concept ofgoal-derived categoriesto explain your answer.