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Creating promotional messages for simiplemills

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Assignment:

1. SimpleMills is a specialised brand of cookies for people with diabetes. It features low-sugar cookies that are suitable for people suffering from diabetes who need to follow a low-sugar diet. In addition, all SimpleMills products are made with natural ingredients and organic spices.

Anne's Bikkies, on the other hand, is a brand that offers a wide range of cookies from simple tea cookies to more sumptuous chocolate gourmet cookies. It caters to a broad customer segment.

(a)Assume that both companies have approached you to make a promotional campaign for their products. Using the Elaboration Likelihood Model of persuasion (ELM), identify which route to persuasion would you use when creating promotional messages for SimipleMills, and which route to persuasion would you use when creating promotional messages for Anne's Bikkies. Explain the reasons for your choice.

(b) Based on your answer to Q22a above, give examples of specific elements you would include in the advertisement for SimpleMills and in the advertisement for Anne's Bikkies. What would the advertisements for each of the brands focus on?

(c) The companies have also asked for your advice in positioning their products. Using your knowledge of taxonomic categories, indicate how you would position each of the two brands in terms of taxonomic category level (i.e., at the basic, the superordinate, or the subordinate-level of categorisation). Explain the reasons for your decision.

Reference no: EM133222570

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