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What Makes Ads Go Viral?The goal of this assignment is to familiarize you with the 6 Sticky principles from Chip and Dan Heath’s book, Made to Stick. These principles are useful for word-of-mouth marketing and give insight as to why some ads go viral. The first chapter of Made to Stick will be available to you through Canvas (you can download it from this page or you can easily find just by using Google or any search engine); it summarizes all 6 principles (You’re welcome to get the book and read it – but it’s not necessary for this assignment).Find a recent ad (i.e. within the past 5 to 10 years) that you believe has gone viral (use Youtube, adage.com, or any resource of your choosing). Be sure to cite sources referencing why you believe it went viral (e.g. media coverage, number of views, etc.). Write a short summary of it (and how) the ad utilizes the 6 sticky principles.Next, provide your perspective on the role you think the application of these 6 sticky principles may influence consumer behaviorBe sure to include any applicable concepts or topics discussed within the textbook and/or in class (minimum of 6 concepts). These concepts should not just be listed but substantively integrated into your paper. Be succinct, and do not exceed 3 double-spaced pages (excluding references; use APA style for any citation (链接到外部网站。)). Submit your summary with a web link to the ad.This assignment will be graded out of a possible 60 points. Expect to receive: 55-60 points if all 6 sticky principles noted and coherently discussed along with an integration of at least 5 consumer behavior concepts and your perspective;45-50 points = Most but not all sticky principles and consumer behavior concepts are noted and coherently discussed;35-40 pts = Mostly coherent but there is a glaring mistake;0 to 30 if it’s minimally coherent with no integration of any consumer behavior concept.
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