(See related pages)
After studying this chapter, you will be able to:
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| 1. Define advertising. |
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| 2. Be able to explain the two reasons why advertising grew dramatically in importance during the 19th century. |
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| 3. Name and define four types of advertising. |
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| 4. Name and explain the four component groups of the advertising industry. |
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| 5. Name and explain the three major functions of a full-service advertising agency. |
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| 6. Name the six major media for advertising. What are the major characteristics of each? |
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| 7. Define demographics and psychographics and describe how they are used. |