Discussion Question CS 8-1, 8-2, 8-3

icesy ads? Based on these results, what would you give to a manager who has to choose "hard-sell" approach? Why or why not? among endorsement offers for a famous clients 8-41 Create a list of current celebrities whom you feel 8-36 Collect ads that rely on sex appeal to sell prod- typify cultural categories leg . clown, mather figure. ucls. How often do they communicate benefits of and so on). What specific brandsat yous Peach could effectively endorse? CASE STUDY Anti-Smoking Advertising-Can You By into Quitting? Most advertising is focused on encouraging consumers to a cigarette. However, the many factor izvorved in the deci- buy products or services. But advertising can also be used sion to start and to continue to smoke create the need for to discourage the use of products considered to be harmful. persuasive messaging involving more than just facts, One of the best examples of this is the use of advertising A form of this messaging began with the Federal focused on discouraging smoking. Over many years, differ- Cigarette Labeling and Advertising Act of 1965 that man- ent types of ads have been used-informational, funny, and dated warnings be placed on each pack of cigarettes stating in some designed to be very shocking-all focused on con- clear terms: "Caution: Cigarette Smoking May Be Hazardous vincing smokers to kick the habit. or better, to never start it. to Your Health."145 Early anti-smoking ad campaigns began Smoking is America's leading preventable cause of appearing around this time and were largely executed as pub- death and illness, responsible for more than 480,000 deaths lic service announcements, free TV airtime mandated by the each year-about 1.300 deaths per day. Each year in the Federal Communications Commission. The ads focused United States, more people die from smoking than from on explaining the dangers of smoking and making it seem murder. suicide. AIDS. drugs, alcohol. and car crashes- less socially acceptable to smoke. This advertising had some combined. One would think that compelling statistics like effectiveness, but had to compete for time on the air with these would scare anyone away from taking a single puff on other good causes such as preventing forest fires.Chapter B . Attitudes and Partuntive Communications More recently. private anti-smoking groups began much 331 more aggressive advertising. The Truth campaign focused on seens went nationwide in 2000. Recognizing that kids All of these approaches are having an effect, with the asjoked because they wanted to rebel, they used that image number of smokers in the United States at a new low of 16 to challenge young smokers with a question: "Are you really percent, compared to 42 percent in the 1960s. Advertising retelling by giving all of your money to these big corpora- cannot take all the credit: bans on smoking in public spaces. tions run by old white guys? so taxes on cigarettes, and extensive education and quit-mok- The Centers for Disease Control decided on a different ing programs have all contributed, But the CDC credits strategy, sponsoring ads that featured smokers who were ad campaigns with making a difference, including creating a experiencing the results of their habit. One shows a woman spike in calls to its 1-800-QUIT-NOW hotline."to who has to speak with an artificial device because her voice Whether selling cars or encouraging smokers to quit, advertisers have a number of persuasive approaches box has been removed explaining that she misses singing available for use. Considering the many factors involved hibabies to her grandson. Others feature people who have in the decision to start or quit smoking, multiple ad up- let their teeth, a woman who had a premature baby, and a preaches will be needed to persuade someone to make a man with a hole in his throat-all results of smoking 131.153 change. Just as with the marketing of products and ser- Do these fear appeals work? The research says yes- at vices, our target markets are not always as homogeneous least for some. These types of appeals appear to be most as they might appear, so different appeals will work with effective with "prevention-focused" people who are con- different sub segments. Choosing the right ones just may corned with possible negative outcomes." However, one help someone avoid an early death due to cancer or heart disease. experiment found that scary images had the opposite effect on some adolescents. making them more at risk for future smoking. It may be that they responded in a defensive man- DISCUSSION QUESTIONS ner that caused them to downplay the health risks portrayed (5 8-1 What is another health, political. or philanthropic in the graphic photographs." 154 cause that could benefit from an adventning cam In contrast to prevention-focused people, those who are paign? Create two taglines that could be used: one "promotion-focused" are concerned with aspirations and for people who are prevention-focused and another Achievements, " A PSA released by Ireland's government for those who are promotion-focused, health service (and later used in New York) may be more ef- CS 8-2 Health warnings have appeared on cigarette pack- active for this personality type. In this ad, people lip-synced to ages for almost 50 years. Discuss how habituation Gloria Gaynor's anthem "I Will Survive," as they decide to quit (from Chapter 6) may be a factor affecting their 156 A campaign in Florida focused on the positives of effectiveness. In over 80 countries, graphic images quilting with the tagline, "Quit smoking and you quit all the crap related to smoking's effects must also be shown on but goes with it. You Quit. You Win." Angela Rodriguez. the packages. "Why or why not might this help VP of strategic planning and Insights at Alma, who produced smokers decide to quit? the ads said, "We . . . learned that those same scare tactic up- CS 8-3 How can a marketer determine what kinds of appeals Froaches don't always connect, so we shifted our strategy to a will be the most persuasive in making the case for a Pose empathetic one . . . The result is [a] very emotive creative product or cause? Design a simple experiment using that is respectful of the smokers we are trying to reach,"158 the cause you chose for question CS 8.1 above WRITING ASSIGNMENTS #42 A government agency wants to encourage people 8-43 Contrast the hierarchies of effects the chapter out- lines, How should marketers take these different situ who have been drinking to use designated drivers, ations Into account when they choose their marketing What advice could you give the organization about mix? constructing persuasive communications? Discuss ght be important, including the they should