marketing communication

Think of a marketing communication (ad, letter, email, billboard, display, etc.) that ultimately led to a change in your attitude toward a product, service, or experience.

-Describe the product, experience, or service
-Describe the marketing communication
-Analyze which attitude molding route the marketing communication used:
-Conative route: It changed your actions somehow (sample product, free trial, etc.) and that led to a change in your feelings and beliefs about it
-Affective route: It changed your feeling about it, and that led to a change in your beliefs and your behavior toward it
-Cognitive route: It changed your beliefs about it, and that led to a change in your feelings and behavior toward it
-Tell us how it successfully used this route to change your attitude