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Rational & Emotional Appeals in Marketing Communications

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A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favorable to one or the other.

at least 250 words,APA form with a reference.

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Solution Summary

This solution discusses the conditions that best support rational versus emotional appeals in marketing communications strategy. APA formatted references included.

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A rational argument uses logic to shape a consumer's view of a product, whereas an emotional appeal relies on a connection with the consumer's feelings for effectiveness. The rational appeal tries to interest the consumer with the attributes of the product. Consider some of the advertisements that you are familiar with: an airline will often tell you how much legroom you will enjoy as well as well as the company's on-time rating. In contrast, an advertisement ...

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