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Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
Edition 5ISBN: 978-0132538961 Exercise 32
Locate a print ad or television ad that features a fear appeal. Using the behavioral response model shown in this chapter, identify various elements in the ad that correspond with the components in the model. Some of the elements will require thinking beyond what is visually or verbally present in the ad itself.
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Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack
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