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Chapter Objectives
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  1. To examine the structure of the television and radio industries and the role of each medium in the advertising program.
  2. To consider the advantages and limitations of TV and radio as advertising media.
  3. To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined.
  4. To consider future trends in TV and radio and how they will influence the use of these media in advertising.







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