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LEARNING OBJECTIVES After studying this chapter, you will be able to: L04-1 Describe the role of advertising in marketing. L04-2 Illustrate the methods advertisers use

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LEARNING OBJECTIVES After studying this chapter, you will be able to: L04-1 Describe the role of advertising in marketing. L04-2 Illustrate the methods advertisers use to segment and aggregate markets. L04-3 Explain how defining a target market enhances marketing strategy. L04-4 List the elements of the marketing mix and the role advertising plays in each

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