Advertising in the retentive stage includes:

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In the retentive stage, the goal is to maintain awareness and preference among consumers who are already familiar with the product. A poster-like dominant illustration of the product is an effective way to reinforce the brand image and keep it top of mind for consumers. Wordy headlines, large body copy, direct comparisons, and an emphasis on unrecognized needs are more suited for the informative and persuasive stages of advertising.

Advertising in the Retentive Stage Includes