Review the material in Chapter Eleven on Advertising and Integrated Marketing Communications. Identify messages that you have seen or heard from…

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Review the material in Chapter Eleven on Advertising and Integrated Marketing Communications

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  • Identify messages that you have seen or heard from several companies. Are the companies being consistent with their messages across the markets they are targeting?
  • What factors are causing the media landscape to change?
  • How can you maximize the reach of the promotional mix on a limited budget (that is, how can you get the most exposure for a minimal investment)?

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