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Question: some of the most successful media campaigns dont focus on...

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Some of the most successful media campaigns don’t focus on the product or service, but rather on emotions. These affective message strategies are the opposite of analytical recitals of the benefits of using one product over another. They rely on the viewer’s own experiences to build a bond with their brand. Examples include Dove Soap’s Real Women campaign and Coca Cola’s Share a Coke campaign, where the company used real names to replace the usual logo on their cans.

You are the social media product strategy manager for an association that fund raises for heart disease research. You must decide between two promotions in front of you to air on social media sites. One plan summarizes the discoveries and cures that have resulted from the research of the organization, emphasizing the benefit of each dollar donated. The other is an emotional vignette of a relatively young heart attack victim and the effect on the family. Which promotion would you authorize and why?

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