Discuss how two magazine advertisements for the same product ...

[CORALGRILL2014]

Discuss how two magazine advertisements for the same product would be different if one is based on the CPM perspective of consumer information processing and the other is based on the HEM perspective.

Question 2

A proprietary system is usually not sold or licensed.
 
 Indicate whether the statement is true or false

[hollysheppard095]

Answer to Question 1

From a consumer-processing perspective (CPM), information processing and choice are seen as rational, cognitive, systematic, and reasoned. Thus, a magazine ad based on this perspective would most likely contain copy with reasons why a consumer should purchase this product. The hedonic, experiential perspective (HEM), on the other hand, views consumer processing of marcom messages and behavior as driven by emotions in pursuit of fun, fantasies, and feelings. A magazine ad based on this perspective could very likely not even contain any copy touting the brand's attributes or benefits, but rather it would contain images that appeal to emotion and fantasy.

Answer to Question 2

F

[CORALGRILL2014]

Correct answers!

[hollysheppard095]

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