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Lecture Advertising and promotion (2/e) – Chapter 11: Media choices: evaluating media options
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The goals of this chapter are: To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program; to consider the advantages and limitations of each media channel; to explain how audiences are measured and how rates are determined;. | Lecture Advertising and promotion (2/e) – Chapter 11: Media choices: evaluating media options