Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

تمرين 9

Visit the Internet sites of approximately five brands that appeal to you. Based on the framework in Figure 7.5, identify at least one example of each of the following efforts to enhance consumers' MOA factors: Locate an effort to increase consumers' motivation to process brand information. Identify an Internet advertisement that attempts to enhance consumers' opportunity to encode information. Find an advertisement that uses an exemplar to assist consumers in either accessing or creating a new knowledge structure.