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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 various types of magazines and newspapers and the value of each as an advertising medium.
LO 2To analyze the advantages and limitations of magazines and newspapers as advertising media.
LO 3To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.
LO 4To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.





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