Watch the E-Trade Video. (Note: This video is found on Pearson’s My Marketing Lab website for the BUSI 430 course, in the Video Assignments area.)
After watching the E-Trade Video, answer the following 2 questions. Using the concepts discussed in the Module/Week 4 Reading & Study material, fully explain and support your responses.
1. What is the E-Trade AIDA model, and how do the creative components of the E-Trade commercial represent the message strategies covered in the text?
2. Using the characteristics of a credibility spokesperson, how would you evaluate the E-Trade baby’s credibility?