VI. Recommended IMC
These resources will help you make recommendations for Section VI. b. Find articles related your target audience and what media they consume, what influences them to buy, what types of appeals work, and about media scheduling.
- Business Source Complete This link opens in a new windowFind articles about various advertising mediums and appeals. Find research on advertising via digital media, television, radio, etc. and related to the effectiveness of emotional versus rational appeals.
Useful search strategies might be to use terms for the promotional medium alone or combine them with terms for your target audience. Also try "emotional" or "rational" combined with your target audience. Other specific terms include advertising campaigns, consumer behavior, and advertising and psychology.
