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Chapter Objectives
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When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To understand the role of the Internet and interactive media in an IMC program.
LO 2To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process.
LO 3To understand how to evaluate the effectiveness of communications through the Internet.
LO 4To know the advantages and disadvantages of the Internet and interactive media.
LO 5To examine the role of additional online media.





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