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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 how advertising is regulated, including the role and function of various regulatory agencies.
LO 2To examine self-regulation of advertising and evaluate its effectiveness.
LO 3To consider how advertising is regulated by federal and state government agencies, including the Federal Trade Commission.
LO 4To examine rules and regulations that affect sales promotion, direct marketing, and marketing on the Internet.





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