Foundations of Marketing 5th Edition by Ferrell,William Pride

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Determining the message that advertising is to communicate to the customer is an important part of developing a marketing strategy. A sound understanding of the various types of advertising and different forms of media is essential in selecting the appropriate methods for communicating the message. These decisions form a critical segment of the marketing plan. To assist you in relating the information in this chapter to the development of your marketing plan, consider the following issues:
What methods would you use to evaluate the effectiveness of your advertising campaign