Advertising campaign management

1. Define advertising campaign management.

2. What are the six stages of the hierarchy of effects model? Do they always occur in that order? Why or why not?

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3. Distinguish between cognitive, affective, and conative advertisements. What are each useful in achieving?

4. What is meant by the Means–End Conceptualization of Components for Advertising Strategy (MECCAS) model?

5. Why are visual elements in advertisement important? What is the relationship between visual and verbal elements? Can there be one without the other?

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