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Today, with increased competition, globalization and downsizing, marketers must demonstrate that their advertising expenditures are both efficient and effective. Consumers have been saturated with advertising messages; and, business is no longer willing to expend resources "Just to get their message out to the market". It's imperative that the advertiser understand the psychology behind the buying motive and incorporate that understanding into their ads. Emphasizes five key psycho-sociological issues with examples drawn from television ads, print ads, and the Internet.
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