Week 13 integrated mktg comm and advertising

Give them a reason to buy 79 fear scarcity humor

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Give them a reason to buy
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79 Fear Scarcity Humor Emotional Sex Rational Music Basic approaches to reaching consumers Types of Appeals
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80 Fear
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81 Communication Objectives?
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82 Humor John West
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83
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84 Title Remember to ski and snowboard responsibly. www.boeriusa.com It’s your head
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85 Girls, here's today's beauty tip.   Think about you and your 10 best  friends.   Chances are 9 of you aren't getting  enough calcium.  So what?  So  milk.  3 glasses of milk a day give  you the calcium your growing bones  need.  Tomorrow-what to do when  you're taller than your date. Sony vaio Sex
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86 Rational
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87 Emotional
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88 Developmental Research 7. Budget 9. Message 10. Media 8. Creative Idea 1. Target  Audience 5. Message  Theme 3. Objectives 6. Support 4. Key Benefit Creative Brief 2. Advertising Problem ü ü ü ü ü 11. Create ü 12. Assess Impact ü Evaluate/Select Media 10
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89 Create Ads 11 Developmental Research 7. Budget 9. Message 10. Media 8. Creative Idea 1. Target  Audience 5. Message  Theme 3. Objectives 6. Support 4. Key Benefit Creative Brief 2. Advertising Problem ü ü ü ü ü 11. Create Ads ü 12. Assess Impact ü
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90 Create Ads Attention Interest Desire Action Liking Awareness Knowledge Preference Conviction Actual  Purchase Affect Behavior Cognition
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91 Art Illustrations Color Typography Layout Design Audio  (broadcast,  electronic)
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92 Copy=language Headline  Subhead Tagline Body Copy
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93 Title Remember to ski and snowboard responsibly. www.boeriusa.com It’s your head
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94 Got milk
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95 Create Ads 11 Developmental Research 7. Budget 9. Message 10. Media 8. Creative Idea 1. Target  Audience 5. Message  Theme 3. Objectives 6. Support 4. Key Benefit Creative Brief 2. Advertising Problem ü ü ü ü ü 11. Create Ads ü 12. Assess Impact ü
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96 Selecting a spokesperson  Credibility Attractiveness Likability Trustworthiness Expertise
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97 Show the Product Package Product in use How to use Features Compared with competition Being tested
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