(See related pages)
After reading this chapter you should be able to:
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Explain the differences between product advertising and institutional advertising and the variations within each type. |
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Describe the steps used to develop, execute, and evaluate an advertising program. |
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Explain the advantages and disadvantages of alternative advertising media. |
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Discuss the strengths and weaknesses of consumer-oriented and trade-oriented sales promotions. |
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Recognize public relations as an important form of communication. |