Belch: Advertising and IV. Objectives and 7. Establishing Objectives © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

Related behavioral dimensions

Movement toward purchase

Example of types of promotion or advertising relevant to various steps


The realm of motives. Ads stimulate or direct desires.

Purchase Conviction

Point-of-purchase Retail store ads Deals

"Last-chance" offers Price appeals Testimonials


The realm of emotions. Ads change attitudes and feelings.


Competitive ads Argumentative copy

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