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TABLE OF CONTENTS16 sections

Advertising & Sales Promotion

01Advertising & Sales Promotion 02Foundations Of Advertising And Sales Promotion 03Integrated Marketing Communications And Brand Strategy 04Consumer Behaviour And Persuasion Theory 05Situation Analysis Segmentation And Communication Objectives 06Advertising And Promotion Planning 07Budgeting Resource Allocation And Agency Management 08Creative Strategy And Advertising Execution 09Media Strategy And Traditional Media Planning 10Digital Social And Performance Advertising 11Consumer Sales Promotion Design 12Trade Retail And Shopper Promotion 13Campaign Measurement Experimentation And Marketing Analytics 14Advertising Technology Data And Artificial Intelligence 15Ethics Law Governance And Responsible Communication 16Campaign Integration Leadership And Future Directions

Chapter 6

Budgeting Resource Allocation And Agency Management

PREVIOUS SECTIONAdvertising And Promotion Planning UP NEXTCreative Strategy And Advertising Execution

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