When you have completed this chapter, you should be able to understand the following learning objectives (LO): |
LO 1 | To examine the role of support media in the IMC program. |
LO 2 | To recognize the various traditional and nontraditional support media available to the marketer in developing an IMC program. |
LO 3 | To develop an understanding of the advantages and disadvantages of support media. |
LO 4 | To know how audiences for support media are measured. |