Figure 5-10 A framework for studying how advertising works n o 3 3

marketing communications programs include more than just advertising.37 Consumers are continually immersed in brand-sponsored communications that include public relations, a broad range of sales promotion activities, websites, direct marketing, event sponsorships, movie and TV show product placements, and other forms of marketing communication. He argues that hierarchy models must move beyond just explaining the effects of advertising and consider how, and with what effects, consumers synthesize information from all the various integrated marketing communications activities for a brand. The various communication models presented in this chapter provide insight into how consumers may process and respond to persuasive messages and hopefully help marketers make better decisions in planning and implementing their integrated marketing communications programs.

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