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Effective Advertising Strategies for Your Business by Cong Li

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Account planning, 6

Advertising

attitude, 14–15

behavior, 15–16

creativity in, 7–9

entertraining, 10–12

informative, 9–12

memory, 12–14

new meanings of, 3–5

strategy in, 5–7

traditional definition, 1–2

Attitude, 14–15

Attribute framing, 83

Back translation, 69

Behavior, 15–16

Behavioral segmentation, 45

Business value proposition

individualized strategy, 55–57

standardized strategy, 31–33

targeted strategy, 43–46

Collectivistic tendency, 60

Consumer insights

content matching, 79–82

delivering information, 84–86

do’s and don’ts, 86–89

framing effects, 82–84

individualized strategy, 61–62

standardized strategy, 34–37

targeted strategy, 48–50

Consumers’ expectation

individualized strategy, 58–61

standardized strategy, 33–34

targeted strategy, ...

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