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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
8. What is meant by one-sided versus
two-sided messages? Discuss
some of the reasons marketers
may or may not want to use a twosided
message.
9. Discuss the pros and cons of
using a comparative advertising
message. Find an example of a cur-
6. Source, Message, and
Channel Factors
rent campaign where a marketer is
using a comparative ad and evaluate
the decision to do so.
10. Evaluate the pros and cons of
using humor as the basis for an
advertising campaign. Find an
example of an advertising campaign
that supports your argu-
© The McGraw−Hill
Companies, 2003
ments for and against the use of
humor.
11. What is meant by a qualitative
media effect? Choose a specific
magazine and discuss the nature
of the media environment in that
publication.
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Chapter Six Source, Message, and Channel Factors