this is established research on how people work through their buying decisions. now only does this tie into the development of advertising it also illustrates how communication works in the organization and between stakeholders. it is key to understanding how branding works and is a new way to define marketing and communication.
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Source: Best Practices in Advertising PowerPoint Slides: How Advertising Works PowerPoint (PPTX) Presentation Slide Deck, imm-integrated management metrics
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