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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 17: The Marketing Communications Process
- To describe the process of marketing communications.
- To provide a model of the advertising communication process.
- To consider the effects of various components of the communications process on consumer behavior-namely, source, message, media, and consumer effects.
- To place particular emphasis on the manner in which consumers search for and process marketing information.
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