"Rational and emotional advertising appeals:

A. represent two distinctive approaches which should never be combined because they divide the focus of consumers' attention
B. are essentially the same
C. can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives
D. are used together only for low-involvement productsE. are accurately described by none of the above"

The correct answer is letter "C": can be combined since consumers' purchase decisions are often made on the basis of rational and emotional motives.

Explanation:

Rational advertising appeals are those that look for making consumers understand why the features of the products or services offered are of convenience. Emotional advertising appeals, instead, look for connecting consumers' feelings over certain events of their lives with a product or service that could recall it.

Both marketing strategies can be combined since customers look for both appeals at the moment of making a purchase.

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