市场营销第14章整合营销沟通

123:“”“”45(14.1)6:7(14.2)891.2.103.,,,DesigningaMessageContentThepicturesandthesloganmakethiswhattypeofappeal?FormatThislayout,almostlikeayearbookorphotoalbum,reinforcesthesentimentalaspectofthisadvertisement.ClikbttIsthisadmakinganemotional,rational,ormoralappeal,orisitcombiningthem?Howmuchdothepersonifiedcowscontributetothisad?Istheadstructuredtolettheaudiencemakeadecision?Isthisaneffectivead?Thesamecompanyputslifelikestatuesofcows,withthisslogan,intomallfoodcourts.Whatmakesthatpracticeeffective?114.5.6.1213,,,,,,,,,,,,,,,,,,,,,,,,14:-15„„„?161718„„(bait-and-switch)„„“”„„