Question
1. What are the four components of advertising and what key concepts and practices do they represent? 2. Trace the evolution of advertising and the
1. What are the four components of advertising and what key concepts and practices do they represent?
2. Trace the evolution of advertising and the current developments that shape the practice of advertising. In your opinion, what are the five most important changes that have shaped advertising as we know it today?
3. Who are the four key players in the world of advertising and what are the responsibilities of each?
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Consumer Behavior Buying, Having and Being
Authors: Michael R. Solomon
11th edition
978-0133451153, 133450899, 133451151, 978-0133450897
