MKTG 155 Marketing and Health Promotion

The same 10 sentences that you see below are attached for your convenience. Determine the SMOG readability level (age level) based on the instructions provided in Week 8 for the following 10 sentences. Evaluate all 10 sentences. You must show your work to receive full marks - either circle or use a highlighter to identify all words with 3 syllables or more, then conduct your SMOG analysis, based on the formula provided. Note: SMOG = (S)imple (M)easure (O)f (G)obbledgook Determine the SMOG readability level for the following passage. Fear appeals are based on the behavioural learning theory that the threatening message arouses fear (or some other emotional state). This is then reduced if the individual complies with the recommended behaviour.

 

There is a general consensus that utilising fear appeal to persuade people to cease undesired behaviours might work under certain conditions. But much literature provides contradictory findings on this issue. The questions fear-inducing messages raise mainly concern the efficacy of fear appeal in real life scenarios (as opposed to laboratory studies) and the ethical reason for concern. The ethical question is whether people can be hurt or damaged by them.

 

Several studies suggest use of positive appeals as an alternative to fear appeal. However, positive appeal has not received as much attention as fear appeal and there has been minimal research into the effectiveness of positive appeal. Furthermore, no studies have compared which of the two appeals are more effective. On the basis of the aforementioned, this thesis will focus on the use of emotional appeals in social marketing campaigns. ***I have attached the powerpoint slides for the homework.

 

The questions fear-inducing messages raise mainly concern the efficacy of fear appeal in real life scenarios (as opposed to laboratory studies) and the ethical reason for concern. The ethical question is whether people can be hurt or damaged by themSeveral studies suggest use of positive appeals as an alternative to fear appeal.

However, positive appeal has not received as much attention as fear appeal and there has been minimal research into the effectiveness of positive appeal. Furthermore, no studies have compared which of the two appeals are more effective On the basis of the aforementioned, this thesis will focus on the use of emotional appeals in social marketing campaigns.