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Essay Details:
Essay text:
Managers therefore must fundamentally understand and evaluate the impact of their promotional strategies.
A communications paradigm has four levels:
1. Ability to gain the consumers attention
2. Difficulty level of interpretation
3. Its persuasive capability (describing benefits or specific characteristics)
4. Promotional impact causing purchase intent.
The conceptual framework discussed in the article provides sequences with a brand by creating awareness, communicating the core benefits, promoting trial, and therefore optimistically a supported purchase. And if the consumer becomes satisfied with the product or service, repeat purchases and brand loyalty maybe established (Gardener, Elizabeth, Trivedi, & Minakshi...
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