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Chapter Objectives
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When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To examine the structure of the television and radio industries and the role of each medium in the advertising program.
LO 2To consider the advantages and limitations of TV and radio as advertising media.
LO 3To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined.
LO 4To consider future trends in TV and radio and how they will influence the use of these media in advertising.





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