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Home Q & A Board Other Fields Homework Help Business Marketing
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sjbux sjbux
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5 years ago
Communications that use cute babies, puppies, or provocative sex appeals are often employed to attract consumer attention and raise their involvement with an ad. What are some of the usages for "borrowed-interest" devices?
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Marketing Management

Marketing Management


Edition: 13th
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#1
5 years ago
"Borrowed-interest" techniques are thought to be necessary in the tough new media environment characterized by low-involvement consumer processing and much competing ad and programming clutter. These techniques may also detract from ad comprehension, wear out their welcome faster, and overshadow the product.
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