What should ads say to help brands make the first (non-compensatory) cut in decision making to be

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What should ads say to help brands make the first (non-compensatory) cut in decision making to be included in a consumer’s consideration set? What should ads say to help a brand be chosen, once in the set?

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Marketing Management

ISBN: 978-1285429953

1st edition

Authors: Dawn Iacobucci

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Question Posted: Nov 23, 2015 04:31 AM

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