This is part of the subset of Ivey cases and technical notes composed for Opening-Level classes. This note explore how promotion works from a consumer performance standpoint.
Subsequent to a summary of some of the conventional hierarchical approaches to analyzing marketing and restrictions related to these models, the elaboration-likelihood model (ELM) is introduced as a means of addressing some of these lacks. The ELM is subsequently analyzed in a advertising context. Afterwards, subliminal advertisements is considered. Lastly, problems related to measurement of marketing effectiveness are discussed.
PUBLICATION DATE: August 08, 2007 PRODUCT #: 907A11-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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