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