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1
Sales and Marketing
Sales and Marketing
Institutional Affiliation
Date
2nd July 2017
2
Sales and Marketing
Question 1: Advertising appeal is used to lure a customer into purchasing products as they seek
to touch on needs, wants and interests of the customer. They aim to build trust and in turn brand
loyalty of the product (Johar, 1991). A fabric softener advertisement made to foster a sense of
pride and joy thereby falls under the category of emotional appeal. Emotional appeals can either
negative or positive depending on the product being advertised and can range from sadness,
anger, pride, hope, and happiness. For the ad in discussion a mother's sense of pride and
happiness brought about ...