course material

1. After reading the article, write a detailed summary on Emotional
Read Chapter 14 – How to Motivate Your Prospects to ActionAfter reading the article, write
a detailed summary on Emotional Appeal in Advertising and mention any concepts/terms
from the textbook (e.g., from the chapters read so far) that can be linked to the article.Does
Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to
Create Favorable Brand Attitudeby Tapan K Panda, Tapas K Panda, and Kamalesh
Mishra*(Try copying and pasting the link into your browser to
open)https://www.researchgate.net/profile/Tapan-Kumar-
Panda/publication/312470434_Does_Emotional_Appeal_Work_in_Advertising_The_Rationa
lity_Behind_Using_Emotional_Appeal_to_Create_Favorable_Brand_Attitude/links/606413c1
a6fdccbfea1a68c3/Does-Emotional-Appeal-Work-in-Advertising-The-Rationality-Behind-
Using-Emotional-Appeal-to-Create-Favorable-Brand-Attitude.pdfChapter 14 – How to
Motivate Your Prospect to ActionThe art of motivating a prospect to accept your
recommendations has far more to do with your relationship skills and listening ability than
it does with issues of product or price. Earning a prospect’s confidence does not occur in a
single moment nor is it created with a clever phrase or a glib presentation, but instead is
built on a solid foundation of trust and rapport.