Time sensitive.

Natur-O-Rush is a new energy drink with all-natural ingredients entering a market filled with multiple caffeine-based energy drink brands. Jessica Reynolds, brand manager for Natur-O-Rush, is working with an ad agency to determine the communications for the launch campaign. The agency's creative team presented Jessica with multiple options, each with pros and cons. Jessica wanted to first settle on the message structure and the message appeal to be used for the campaign, and then get into details and specifics of the execution. The agency presented her with five possible campaign routes. She analyzed each option in terms of the theory of message structure and appeals, and when and how different kinds of messages work. This activity is important because it shows that the way marketing messages are presented is very important in determining their effectiveness. The goal of this activity is to demonstrate that marketers must consider not only the content of their persuasive messages but also how this information will be structured for presentation (message structure) and what type of message appeal will be used (message appeals). Match the five creative options presented by the ad agency to the message factor to which they correspond and things to consider (or related phenomena) for each of those message factors. Recency Effect Creative Option Message Factor Things to consider / Related Phenomena Fear Appeal The ads highlight the debilitating effects of caffeine-based energy drinks including the increased risk of stroke and high blood pressure and present benefits of natural ingredients in Natur-O- Rush. Primacy Effect The ads depict absurd and often witty situations and in which Natur-O-Rush saves the day for a trainee who's trying to impress his boss. Two-sided Message Works when Audience Isn't Interested in the Topic The ads start with a strong, persuasive voiceover narrative of the breakthrough energy drink with no harmful chemicals and then get into situations where a busy mom gets an energy boost from Natur-O-Rush. The ads concede that caffeine-based energy drinks are less expensive than Natur-O-Rush, but point out that Natur-O-Rush has no harmful ingredients and that the energy lasts longer. Protection Motivation Model Works when Audience is Interested in the Topic The ads start with everyday situations showing a busy mom sipping Natur-O-Rush during her chores, and ends with a strong, Brinevaid arration about this brothraub TAL Match the five creative options presented by the ad agency to the message factor to which they correspond and things to consider (or related phenomena) for each of those message factors. Recency Effect Creative Option Message Factor Things to consider 7 Related Phenomena Fear Appeal The ads highlight the debilitating effects of caffeine-based energy drinks including the increased risk of stroke and high blood pressure and present benefits of natural ingredients in Natur-O- Primacy Effect Rush. The ads depict absurd and often witty situations and in which Natur-O-Rush saves the day for a trainee who's trying to impress Two-sided Message his boss. The ads start with a strong, persuasive voiceover narrative of the Works when Audience breakthrough energy drink with no harmful chemicals and then get isn't Interested in the topic into situations where a busy mom gets an energy boost from Natur-O-Rush Protection Motivation The ads concede that caffeine-based energy drinks are less Model expensive than Natur-O-Rush, but point out that Natur-O-Rush has no harmful ingredients and that the energy lasts longer. Works when Audience is Interested in the Topic The ads start with everyday situations showing a busy mom sipping Natur-O-Rush during her chores, and ends with a strong, Works with a Highly persuasive voiceover narration about this breakthrough energy Educated Audience drink with no harmful effects. Humor Appeal Wearout Reset