How Marketing Communication Works

Does Advertising Work?

How Does Communication Work in Marketing?

Adding Interaction to Marketing Communication

What Are the Effects Behind Effectiveness?

Traditional Approaches

AIDAThink/Feel/DoDomains

AIDA

Think/Feel/Do

Domains

Facets of Impact

Perception

Emotion

Thinking

Association

Persuasion

Behavior

Emotion

THE POWER OF BRANDCOMMUNICATION

Interaction and ImpactStrong & Weak Effects

Interaction and Impact

Strong & Weak Effects