ABSTRACT
Processing is the general term that applies to the short-term attention paid to marketing communication, and what follows. It occurs with each exposure to a message execution, however delivered: through traditional advertising or promotion, the package, even the product itself, or just hearing the brand name. In fact, any reference to the brand. Processing reflects how the target audience deals with the message being delivered in an IMC campaign. It is obviously dependent on exposure to the message, and if successfully processed will lead to the desired response.
