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How Marketing Communication Works
Does Advertising Work?
How Does Communication Work in Marketing?
Adding Interaction to Marketing Communication
What Are the Effects Behind Effectiveness?
Traditional Approaches
AIDAThink/Feel/DoDomains
AIDA
Think/Feel/Do
Domains
Facets of Impact
Perception
Emotion
Thinking
Association
Persuasion
Behavior
Emotion
THE POWER OF BRANDCOMMUNICATION
Interaction and ImpactStrong & Weak Effects
Interaction and Impact
Strong & Weak Effects