Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

Exercise 3

IMC Perspective 5-1 discusses the results of a study showing how men and women differ in their visual processing of sexual imagery in print ads. On the basis of these findings, what suggestions would you make to a marketer of hard liquor who is considering using a revealing photo of an attractive model in a print ad for the company's product? Would your answer differ for the marketer of a personal computer?(LO4)