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How Advertising Works

How Advertising Works. Part 2: Planning and Strategy Chapter 4. Key Points. Demonstrate why communication is a key factor in advertising effectiveness Explain the Facets Model of Advertising Effects to show how brand advertising works

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How Advertising Works

How Advertising Works. Part 2: Planning and Strategy Chapter 4. Chapter Outline. Chapter Key Points How Advertising Works as Communication The Effects Behind Advertising Effectiveness Perception Cognition The Affective or Emotional Response Association Persuasion Behavior. Key Points.

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1.49k views • 23 slides

How Advertising Works

How Advertising Works. Part 2: Planning and Strategy Chapter 4. Key Points. Explain three Models of Advertising Effects to show how brand advertising works List the six key effects that govern consumer response to advertising messages. AIDA (attention, interest, desire, action)

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782 views • 20 slides

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Brand transformation - PowerPoint PPT Presentation

How Advertising Works

How Advertising Works

How Advertising Works