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What is the "Robin Hood" syndrome?
Advertising Budget
The amount of money allocated by a business for spending on marketing and promotional activities over a specific period.
Emotional Appeal
Aims to satisfy consumers’ emotional desires rather than their utilitarian needs.
Utilitarian Needs
Basic or functional needs that consumers seek to fulfill through the acquisition and use of products and services, typically focused on practical benefits rather than emotional satisfaction.
Persuasive Advertising
Communication used to motivate consumers to take action.
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