The FCB grid is shown as a continuum based on the hypothesis that over time, consumers shift
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The FCB grid is shown as a continuum based on the hypothesis that over time, consumers shift from rational to emotional thinking and high involvement can decay to relatively low involvement. What could be the reasons for this shift? Can you think of product categories that have made such shifts?
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Advertising And Promotions: An IMC Perspective
ISBN: 185575
1st Edition
Authors: Kruti Shah, Alan D'Souza
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