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An advertising strategy is generally tailored to a target audience perceived to be most likely out of the population to purchase the product.

Advertising includes paid messages within a company's promotional mix. In advertising, the rational strategy is based on the traditional information processing models of decision making, in which the consumer is believed to make logical and rational decisions.

Unlike the rational strategy, the emotional strategy is assumed to influence consumers’ attitudes following the hierarchy of “feel-learn-do.” Therefore, its effectiveness is subject to consumers’ feelings.

In the service industry, despite the application of various service category frameworks to explore congruency, there is no significant interaction between advertising strategy and service type


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