Case Name :      The Power of Persuasion: An Exercise in Creating Persuasive Advertising

Authors :           Michael Parent, Leyland Pitt, Stacey Morrison

Source :             Ivey Publishing

Case ID :            909A01

Discipline :        Marketing

Case Length :    01 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Do subliminal cues have an effect on behavior? This question is at the heart of many debates in advertising. In this exercise, students can determine, through their own experience, the impact of subconscious cues on their decisions. In this simulation, the instructor places a number of specific cues throughout the building. Students, in turn, are tasked with creating an advertising poster for a chain of children’s play centers. Inevitably, their posters incorporate some, and sometimes all, of the cues. The exercise can lead to a deep and constructive discussion on the effect of subconscious cues on consumers.