Hierarchy of effects models have been adopted by a number of fi rms (though sometimes under different
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Hierarchy of effects models have been adopted by a number of fi rms (though sometimes under different titles, for example, funnel models). Discuss the value of using hierarchy of effects models for establishing communications objectives. Are there any weaknesses associated with these models? (LO4)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9780073404868
9th Edition
Authors: George E. Belch, Michael A. Belch
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