3251 Notes Jan 29

3251 Notes Jan 29 - Communications can make a lasting...

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AIDA Model Advertising is capable of a sharp immediate effect on sales. 1. An effective communication campaign can sell (in short term). 2. A creative edge is important 3. Long-term vs. Short-term effects can be different. Myths and Facts Most strategic communication campaigns aim to promote a particular brand in a competitive situation. Communication effects on sales are not necessarily immediate or direct.
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Unformatted text preview: Communications can make a lasting effect but it is hard to measure and often times impossible. Consumers are not ignorant and consumer behavior is more complex than we thought. Ad/PR doesnt create a great brand on its own, but it makes an important contribution. Effective strategic communication must be based on an understanding of the subtleties of consumers and of the brands they use....
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