How can a brand justify a higher price against a cheaper alternative?
A strong brand can justify a higher price than private label.
What role does the brand story play in price perception?
When price is perceived correctly, price resistance decreases.
How do emotions and subconscious reactions affect communication effectiveness?
Subconscious activation and emotions support the impact of advertising and the brand.
When does it make sense to combine media and attention planning?
Cross-media planning should be connected with attention planning.
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