Describe the theory of persuasion that underpins the elaboration likelihood model. Then select two advertising examples of

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Describe the theory of persuasion that underpins the elaboration likelihood model. Then select two advertising examples of persuasive communication, one based on central processing and the other on peripheral processing.

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Advertising: An Integrated Marketing Communication

ISBN: 9781760422998

4th Edition

Authors: George E. Belch, Michael A. Belch, Gayle Ker

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