Sales Promotion - Advertising
Sales Promotion - Advertising
Sales Promotion - Advertising
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Fear<br />
concentrates on emotional responses<br />
from customers to a perceived threat,<br />
typically severity and vulnerability.<br />
Earlier, fear appeal is used when some negative<br />
behavior is usually associated with a negative effect,<br />
like smoking and lung cancer.<br />
Lately, the communicator will try to persuade the<br />
audience in avoiding the negative effect by<br />
practicing the positive behavior.