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.

• First study chapter six page 46 regarding refutation appeal
• Next, please summarize your understanding of refutation appeal.
• Then, please conduct a field test on your client's 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 client's 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 client's preferred direction in change of their brand equity.

Topic 4------Focal concept: advertising 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.

• First study chapter six regarding advertising appeal.
• Next, please define advertising appeal in your own words.
• Then, please discuss which advertising appeal---rational or emotional appeal---is more likely to get your client's target market to become interested in your client's service.
• Rational or emotional for the student market?
• Rational or emotional for the alumni market?
• Rational or emotional for the sponsor market?
• Rational or emotional for the community market?