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ppt_07 - 7 Advertising Design Message Strategies and...

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RETL369 7-1 Chapter Overview Message strategies Executional frameworks Spokespersons and endorsers Principles of effective advertising Advertising Design: Message Strategies and Executional Frameworks 7
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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
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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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