Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing
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Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs. Choose a TV commercial or print ad and use the persuasion matrix to evaluate how it might influence consumers’ response processes.
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The persuasion matrix helps promotional planners see how each controllable element in the communicat...View the full answer
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Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0078028977
10th Edition
Authors: George Belch, Michael Belch
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