8 Message processing
Processing is the general term that applies to the short-term attention paid to marketing communication and what follows. It occurs with each exposure to a message execution, however delivered: through advertising or promotion, the package, even the product itself, or just hearing the brand name. In fact, any reference to the brand. Processing reflects how the target audience deals with the message being delivered in an integrated marketing communication (IMC) campaign. Every part of an IMC campaign and each component of every execution will have the capacity to stimulate specific neural activity in the brain. This is why it is so important to understand what is involved in processing IMC ...
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