Recommendation 6 of 12 for Business Marketers
Recognize where online readers/visitors are in the purchase decision process. If your goal is initial brand awareness, then stress advertising messages that are easily understandable, relevant
and believable. If your goal is to further the prospect's learning
process, then stress advertising messages that are eye-catching and
memorable, as well as believable and understandable. If your goal is to
influence a purchase decision, then stress advertising messages that
are easily understandable and believable.
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