JCDecaux Vision for Building Brands
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HOW ADVERTISING WORKS<br />
• Sophisticated mass marketing<br />
(fame)<br />
• Penetration<br />
• Attention and saliency<br />
• Long and short<br />
• Emotional response (feeling)<br />
• Heuristics (short cuts to meaning)<br />
• Refresh & rebuild consistent<br />
memory structures (fluency)