Question: 1. Do humorous ads work? If so, under what conditions? (a) Should marketers ever try to arouse fear to persuade consumers?
2. Why do marketers use metaphors to craft persuasive messages? Give two examples of this technique. 3. What is the difference between a lecture and a drama?
4. Describe the Elaboration Likelihood Model, and summarize how it relates to the relative importance of what is said versus how it's said.