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Chapter Objectives
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  1. To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program.
  2. To analyze the advantages and limitations of magazines and newspapers as advertising media.
  3. To examine the various types of magazines and newspapers and the value of each as an advertising medium.
  4. To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.
  5. To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.







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