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When spending by the federal government exceeds net taxes,
All You Can Afford
This is a budgeting approach where advertising spending is based on the amount of funds a company has available, rather than being tied to specific performance objectives.
Evaluation Stage
Part of the consumer decision process where alternatives are appraised and weighed before making a final purchasing decision.
Hierarchy of Effects
A model that outlines the sequential stages a consumer goes through in the process from unawareness of a brand to purchase decision, including awareness, interest, desire, and action.
Adoption
The acceptance and integration of new ideas, technologies, or products into regular use by consumers or within an organization.
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