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Foote, Cone and Belding (FCB) planning model is based on the Hierarchy of Effects model Affective (feeler) strategy : focuses on the emotional consumer looking
Foote, Cone and Belding (FCB) planning model is based on the Hierarchy of Effects model
Affective (feeler) strategy : focuses on the emotional consumer looking for a possible emotional arousal regarding high-involvement products. Media choice should include large space and image specials, while the aim of the creative side is normally to create executional impact.
Explain the media choice regarding affective strategy with real life example
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