O bjective 2 Describe the major decisions involved in developing an advertising programme. Setting advertising objectives (pp.

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➤ O bjective 2 Describe the major decisions involved in developing an advertising programme.

Setting advertising objectives (pp. 438–440)

Setting the advertising budget (pp. 440–441)

Developing advertising strategy (pp. 441–451)

Evaluating advertising effectiveness and the return on advertising investment (pp. 451–452)

Other advertising considerations (pp. 452–454)

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