Question.4920 - Discussion Topic: Week 5: Case Discussion- Q2: Avocados from Mexico - Project Team 12 NOTE: The Avocados from Mexico case can be accessed in the course packet you purchased from HBP.Week 5: Case Discussion- Q2: Avocados from MexicoRELEVANT READINGSKroff Lecture: Rational vs. Emotional AppealsHBP: Marketing Communications (pp. 20-22)HBP Case: Avocados from MexicoDISCUSSION OBJECTIVESThe objective of this discussion is for you to apply the underlying principles behind creative appeals in marketing communication to the AFM Avocado case.ASSIGNMENT GUIDELINESAs discussed in this week's HBP reading (Marketing Communications), there are different types of appeals that can be effective when using storytelling as a method of marketing communication. These include rational appeals and a variety of emotional appeals that include humor, fear, and sexual (see pp. 20-23). After carefully reviewing this section of the reading, along with Kroff's lecture on rational vs. emotional appeals, answer the question below regarding the Avocado's from Mexico (AFM) case.Q2: In the Super Bowl Advertising section of the AFM case, it mentions multiple benefits of advertising during the Super Bowl. After viewing the Super Bowl commercials for AFM at the links below, answer the following questions:If you had to choose one message that AFM was trying to convey across all three commercials, what would it be? How effective was the humor appeal usage across the commercials in conveying that message? Use information from the HBP reading regarding emotional and humor appeals and the case's discussion regarding Super Bowl advertising to support your answer.Links to Super Bowl commercials for review:2023 Commercial:https://www.youtube.com/watch/pS6lMScMWtYLinks to an external site.2022 Commercial:https://www.youtube.com/watch/4lXbyQoIoYkLinks to an external site.2020 Commercial:https://youtube.com/watch/xxbOVjtovdgLinks to an external site.Use the following headings for your answers:Message across commercials and evidence: Effective usage of Humor appeal in conveying message: Your original post should be approximately 150 to 200 words in length.After your original post, you should respond to the original posts of at least two other class members, comparing and contrasting the components of your respective positioning statement.
Answer Below:
Strategic Media Decisions and Their Impact:AFM's marketing strategy is centered on an omnichannel approach that leverages traditional, digital, and ex...
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