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Figure 7.5 - Objectives and Strategies in the Social Consumer Decision Journey

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Figure 7.8 ­ Marginal Analysis



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Figure 7.9 ­ Advertising Sales/Response

Functions



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Figure 7.10 ­ Factors Influencing 

Advertising Budgets



Note: 1 relationship means the factor leads to a positive effect of advertising on sales;

         2 relationship indicates little or no effect of advertising on sales.



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Figure 7.12 ­ Top­Down versus Bottom­

Up Approaches to Budget Setting



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