Topic 1- Focal concept: refutation appeal

Please imagine that you are the owner of a startup advertising agency. A new building is currently being planned to open in 2021 for a regional public university client named NC Central University. This client is inviting your agency to bid for the opportunity to promote the building for them. The client would like to take advantage of their new asset by launching a combination campaign consisting of verbal, visual and vocal cues to increase its brand equity.

• Please summarize your understanding of refutation appeal.
• Then, please conduct a field test on your clients target market and dig out both positive-sided thoughts and negative-sided thoughts about your client currently in October of 2020.
• Furthermore, please share your research findings regarding whether there has been any positive or negative changes in target market attitude towards your clients brand equity.
• Last but not least, please discuss how you plan to apply refutation appeal to help your client change their target market attitude towards the clients preferred direction in change of their brand equity.