2. Discuss how marketers can us the persuasion matrix shown in Figure 61 to plan their integrated...
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2. Discuss how marketers can us the persuasion matrix shown in Figure 6–1 to plan their integrated marketing communication programs. Choose a TV commercial, online video, or print ad and use the persuasion matrix to evaluate how it might influence consumers’ response processes. (LO 6-1)
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Related Book For 
Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9781260570991
12th International Edition
Authors: George Belch, Michael Belch
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