Your assignment is to prepare and submit a paper on the mini advertising campaign.

Your assignment is to prepare and submit a paper on the mini advertising campaign. Its advertising campaign to promote the Mini car is a brilliant example of persuasive advertising because it changed the perception of small cars. Consumers in the United States who tend to prefer bigger cars were also as fascinated with the Mini, especially it has been designed with a trendy design as well as fuel efficiency. Despite a tough economic climate, sales of the Mini escalated to 11% in Europe (Abboud, 2008) and its advertisement campaigns only reflect how effectively its qualities and features have been highlighted and promoted through its advertisements.

Persuasion is essentially the art of causing another person to change their values and attitudes or their external behavior. Some of the essential elements in achieving the goal of persuasion are (a) establishing contact with the customer (a) finding a point of mutual agreement within the vast differences or alternatively, identify the areas of disagreement and present them in a different manner more conducive to achieving a resolution of the disagreement (b) avoiding semantic traps that could lead to misunderstandings and (c) gaining customer confidence and agreement. (McCarthy, 2000). The process of carrying out an advertisement campaign is geared towards the achievement of one specific goal – a sale, by persuading the customer that the advertised product is the best and stands out among the rest.

Before an advertisement can serve as a persuasive tool, it must first be able to snag the attention of a viewer. Most consumers will typically view a print for less than 15 seconds (Pieters, Rosbergen and Hartog, 1996), and will examine it more closely only if their attention is effectively engaged. BMW’s print advertising blitz for the Mini Cooper in 2002 aimed at first grabbing the attention of the viewer within a competing environment of advertisements of other cars all screaming for the attention of consumers. It sought to establish meaningful contact with the&nbsp.customer (a) finding a point of mutual agreement within the vast differences or alternatively, identify the areas of disagreement and present them in a different manner more conducive to achieving a resolution of the disagreement (b) avoiding semantic traps that could lead to misunderstandings and (c) gaining customer confidence and agreement. (McCarthy, 2000).