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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 role of support media in the IMC program.
LO 2To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program.
LO 3To develop an understanding of the advantages and disadvantages of support media.
LO 4To know how audiences for support media are measured.





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