3. You are working for a campaign focused on a controversial…
3. You are working for a campaign focused on a controversial ballot issue in the upcoming election, towards which several people hold a negative attitude. Your charge is to interact with and guide the ad agency that is creating the ad campaign to win over the opponents of this issue. You realize that there are two distinct segments in your target market: (i) those who are somewhat skeptical towards the issue because of a few legitimate concerns as well as some misunderstandings, (ii) those who have a more defensive reaction because of negative emotions they associate with the issue due to media’s recent coverage of an incident related to it. During your initial meeting, your ad agency suggests three main ideas for the ad campaign (listed below as a, b, and c). a) “Include strong arguments in the message to directly address the top 5 concerns and misunderstandings that people have related to the issue” b) “Use give and take: admit a limitation or two related to the issue, then present its important positives, suggesting that although not perfect, overall it is a winner” c) “Recruit admired community leaders and popular local celebrities to endorse the issue” Please evaluate the relative effectiveness of each these ideas, separately for each of your two target markets, clearly explaining your rationale and assumptions. That is, evaluate each idea and rank order its relative effectiveness (amongst the 3 provided) for each target market, clearly providing your logic. (i) Skeptics: (5 points) (ii) Defensive audiences: (5 points) Which would be the best strategy to use in mass messages targeted to everyone in the market? Why? (4 points)