17
Designing and
Integrating Marketing
Communications
Chapter Questions
Category need
Brand awareness
Brand attitude
Purchase intention
Message strategy
Creative strategy
Message source
Personal
Nonpersonal
Affordable
Percentage-of-sales
Competitive parity
Objective-and-task
Amplified Incentive
expressiveness Invitation
Impersonality
Dramatization
Up-to-date Cultivation
Interactive Response
Personal
Timely