莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_05.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 5How Brand Communication WorksCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key ObjectivesExplain how communication works as a form of both mass communication and interactive communication.Discuss how the idea of advertising effects developed and what problems exist in traditional approaches to advertising effects.Describe the Facets Model of Effects, how it explains how brand communication works, and the key facets of brand communication effectiveness. Chapt