RETL369 7-2 Marketing Communications A personal message delivered through a personal medium •Sales rep. •Customer service rap. •Repair personnel A personal message delivered through an impersonal medium •TV •Radio •Computer (Internet) •Magazine •Newspaper
RETL369 7-3 Ad Message Strategies Advertising - preparing a personal message that will be delivered over an impersonal medium. •Understand three types of message strategies, (cognitive, affective, and conative) and match them with the media chosen for an advertising campaign. •Design effective leverage points and executional frameworks.
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