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Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
Edition 13ISBN: 978-1259232541 Exercise 179
Chapter 11 discusses appeal characteristics in advertising. Use Google Videos or Google Images to find examples of the advertisements for either Xerox's 2010 or 2013 advertising campaigns. Evaluate those advertisements based on
a. Appeal characteristics
b. Message structure characteristics
a. Appeal characteristics
b. Message structure characteristics
Explanation
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Advertising is any paid form of marketin...
Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh
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