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TABLE OF CONTENTS15 sections

Advertising & Promotion Fundamentals

01Advertising & Promotion Fundamentals 02Advertising Promotion And Brand Communication Foundations 03Integrated Marketing Communications And Brand Strategy 04Audiences Consumer Behaviour And Persuasion 05Communication Research And Audience Insight 06Advertising Objectives Planning And Budgeting 07Creative Strategy And Message Development 08Advertising Execution And Content Production 09Traditional Media Planning And Buying 10Digital Social And Mobile Advertising 11Sales Promotion Direct Marketing And Brand Activation 12Campaign Integration Agencies And Implementation 13Advertising Measurement Analytics And Decision Making 14Ethics Law And Communication Governance 15Advertising Technology Ai And Future Developments

Chapter 5

Advertising Objectives Planning And Budgeting

PREVIOUS SECTIONCommunication Research And Audience Insight UP NEXTCreative Strategy And Message Development

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