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HW 1. What is the difference between pioneering and competitive ads? 2. Describe three common forms of advertising appeals. 3. A large life insurance company

1. What is the difference between pioneering and competitive ads?

2. Describe three common forms of advertising appeals.

3. A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?

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