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----> Happy :) When Perception =/= Reality----> Not Happy :( Brain - Two parts: - LTM - Long term Memory - Stays for long and it is stored - STM - Short term Memory - Stays for a very short while, it is forgotten soo n! Fundamentals of Advertising: -A - Awareness I - Interest D - Desire A - Action - Latest Funda! A - Awareness T - Trial R - Reinforcement WOM - Word of Mouth Viral Marketing - When a customer dorms the role of the company to propogate, go od or bad of a product, it is Viral Marketing RECALL - Two types in advertising: - Aided Recall - Unaided Recall - Your Advertisement is successful in this case! Two types of advertising: - OOH - Out of Home Advertising steps: - Inform - Persuade - Appeal -