H&R Block website

A carefully defi ned purpose is essential for every message, but particularly so with marketing messages. These persuasive messages can accomplish any number of different tasks, from changing perceptions about an overall category of products to encouraging shoppers to visit a retail store to enticing people to place an order for a specifi c product right away. Any confusion about purpose will result in a message that either doesn’t know what it’s trying to accomplish or tries to accomplish too much. Turtledove has asked you to plan a promotional campaign that encourages people who do their own taxes but have never used tax preparation software to at least consider these products. Which of the following statements does the best job of defi ning the specifi c purpose of this message?
a. To persuade everyone who visits the H&R Block website to order a copy of H&R Block At Home tax software (formerly known as TaxCut) within two hours of landing on the website.
b. To persuade people who do their own taxes but have never used tax software to visit the H&R Block website and order a copy of H&R Block At Home software
c. To persuade at least 75 percent of all visitors to the H&R Block website to learn more about the advantages of using software to prepare their taxes.
d. To persuade people who do their own taxes but have never used tax software to visit the H&R Block website to learn more about the advantages of using software to prepare their taxes.