广告学:原理与实务英文版课件4.pptVIP

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  • 2024-09-02 发布于湖北
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HowAdvertisingWorksPart2:PlanningandStrategyChapter4.1

ChapterOutlineChapterKeyPointsHowAdvertisingWorksasCommunicationTheEffectsBehindAdvertisingEffectivenessPerceptionCognitionTheAffectiveorEmotionalResponseAssociationPersuasionBehavior.2

KeyPointsDemonstratewhycommunicationisakeyfactorinadvertisingeffectivenessExplaintheFacetsModelofAdvertisingEffectstoshowhowbrandadvertisingworksListthesixkeyeffectsthatgovernconsumerresponsetoadvertisingmessages.3

HowAdvertisingWorksasCommunicationThecommunicationmodelAdvertisingascommunication

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