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Dominick:Dynamics of Mass Communication
Dynamics of Mass Communication: Media in the Digital Age, 7/e
Joseph R. Dominick
The Structure of the Advertising Industry

Learning Objectives

1.

Define advertising and explain how it is classified.

2.

Explain how advertising developed.

3.

Distinguish among the three main components of the advertising industry.

4.

Discuss the components of an advertising campaign.

5.

Recognize the impact the Internet has on advertising.








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