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Essay / Research Paper Abstract
This 5 page paper looks at the different ways that fear may be used as a tool in a marketing campaign. By looking at the examples of an anti-smoking campaign, promotion of an anti-perspirant and a campaign for an anti-wrinkling campaign these different uses are outlined and explained. The bibliography cites 5 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEfearad.rtf
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Unformatted sample text from the term paper:
sources. TEfearad.wps
The Use of Fear in Advertising Written United Kingdom, February 2001 To Use This Report
Correctly, Please Visit /aftersale.htm When we consider the role of advertising when it comes to any marketing campaign then there
are many ways an organisation or marketer will try to elicit the desired response. The use of association is common, however, the most hard hitting advertisements and marketing campaigns are
those that appeal not to our logical or subconscious by way of association, but those that appeal to our emotions, these are likely to have a very high level of
recall when compared to other methodologies that are used. However, the use of emotion can also be seen as a higher risk strategy where the campaigns can become older in
a shorter period of time and need renewing long before the other marketing tools used by the campaigners (Kotler, 2000). Of many emotions
of love and fear can be seen as the strongest, love can be difficult to portray and is suitable for a limited amount of topic, however fear is an interesting
emotion and can be used in a variety of manners. To demonstrate this we can look to different campaigns and how fear has or could be used in these campaigns.
An Anti Smoking Champaign It is well known own that smoking is bad for health. This is not new, but getting the
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