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TABLE OF CONTENTS16 sections

Fundamentals of Advertising & Media Management

01Fundamentals of Advertising & Media Management 02Advertising And Media Management Foundations 03Advertising Industry Structure And Agency Management 04Consumer Behaviour And Communication Theory 05Market Research Audience Insight And Segmentation 06Brand Strategy Positioning And Advertising Objectives 07Integrated Marketing Communications And Campaign Strategy 08Creative Strategy And Message Development 09Media Landscape Channels And Audience Measurement 10Media Planning Scheduling And Budget Allocation 11Media Buying Pricing And Campaign Operations 12Digital Advertising Platforms And Marketing Technology 13Advertising Analytics Attribution And Performance Management 14Financial And Strategic Decision Making 15Ethics Law Privacy And Advertising Governance 16Ai Digital Transformation And The Future Of Advertising

Chapter 12

Advertising Analytics Attribution And Performance Management

PREVIOUS SECTIONDigital Advertising Platforms And Marketing... UP NEXTFinancial And Strategic Decision Making

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