Kitchen et al. (2014) review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM) which is introduced by Petty and Cacioppo (1983). ELM emphasizes two main routes to persuasion: the central and peripheral routes. Choose two promotional advertisements for comparable products from different brands. You are required to discuss: 

1. Which route(s) do these ads follow? Find more theoretical models to support your arguments if necessary. 

2. Compare and contrast how each advertisement tries to persuade customers. 

3. Which one is more effective? Elaborate. 

4. Suggest a new promotional tactic/strategy to help enhance the promotion effectiveness for one of these brands.