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TABLE OF CONTENTS16 sections

Advertising Fundamentals

01Advertising Fundamentals 02Advertising Foundations And Evolution 03Advertising Industry And Integrated Marketing Communications 04Consumer Behaviour And Communication Theory 05Market Research Segmentation And Audience Insight 06Advertising Objectives Positioning And Strategy 07Creative Strategy And Big Idea Development 08Copywriting Visual Design And Advertising Production 09Media Planning And Traditional Media 10Digital Search Social And Mobile Advertising 11Programmatic Advertising Ad Technology And Ai 12Advertising Budgets Buying And Managerial Decisions 13Campaign Measurement Testing And Analytics 14Campaign Planning Execution And Account Management 15Advertising Ethics Law And Governance 16Emerging Trends And The Future Of Advertising

Chapter 11

Advertising Budgets Buying And Managerial Decisions

PREVIOUS SECTIONProgrammatic Advertising Ad Technology And A... UP NEXTCampaign Measurement Testing And Analytics

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