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Lecture Advertising and promotion (2/e) – Chapter 8: Establishing objectives and budgeting for the IMC program

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Chapter 8 - Establishing objectives and budgeting for the IMC program. The goals of this chapter are: To recognise the importance and value of setting specific objectives for advertising and imc; to understand the role objectives play in the imc planning process and the relationship of marketing communication objectives to marketing objectives; to know the differences between behavioural and communication objectives, and the issues regarding the use of each; . |

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