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ID number:590675
Published: 24.10.2006.
Language: English
Level: College/University
Literature: n/a
References: Not used
Table of contents
Nr. Chapter  Page.
  The Advertising Planning Process   
  Advertising Objectives (Inventory, Hierarchy, Attitudinal approach)   
  Media- Selection Procedure. Evaluation Criteria   
  Advertising-Copy Strategy   
  Balance of Argument   
  Message Repetition   

1 Developing the marketing plan and budget
Product manager

Spending guidelines
Profit projections
2 Planning the advertising
Product manager
Advertising manager
Ad agency
Corporate advertising department
Identification of the target market
Allocating of spending
Statement of advertising strategy and message

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