Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Objective setting and budgeting decisions are implementation marcom decisions.
One major by-product of efforts to increase a brand's equity is that consumer brand
loyalty might also increase, which in turn, could positively influence long-term growth
and profitability.
Characteristics of the audience, media, message, company, and product all play
important roles in determining whether comparative advertising is more effective than
noncomparative advertising.
Physiological measures such as galvanic skin response and pupil dilation are used to
assess physiological arousal activated by advertisements.
Successful marketing communication requires building relationships between brands
and their consumers/customers.
Tie-in promotions are cost-effective because the cost is shared among multiple brands.
Promotion alone can create a successful product.
The shelf-space model assumes that the role of advertising is to teach consumers.
Voluntary attention is engaged when consumers devote attention to an advertisement or
other marcom message that is perceived as relevant to their current purchase-related
goals.
Attitude is a physical property of the consumer.
