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See Figure 19.1.Lu's consumer surplus is equal to
Sales Messages
Communications designed to persuade or inform potential customers about products or services.
Persuasive Claim
An assertion designed to convince or influence others to adopt a particular belief or action.
Guidelines
Recommendations or rules that provide direction on how to do something in a consistent manner.
Audience Analysis
The evaluation of the interests, demographics, and needs of the individuals a message or campaign is targeting.
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