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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 6 - George E. Belch, Michael A. Belch

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Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message, . |

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