7.1 Integrated marketing

The essence of this kind of marketing is designing a message that effectively reaches the target audience.

One of the major forms of cognitive strategies are direct promotions of product attributes or benefits without any claim of superiority. Its goal is to make the brand synonymous with the product category.

Another major cognitive strategy which claims superiority based on a product's specific attribute or benefit, the idea is to prevent the competition from making the same or a similar statement.

This form of cognitive strategy is an explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner

This form of cognitive strategy makes an unstable claim based upon some attribute or benefit

The final cognitive message strategy is when an advertiser directly compares a good or service to the competition

Select two ways in which marketing messages travel