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17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective
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10-1 MARKETING MANAGEMENT Managing Mass Communications
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Copyright © 2006 Pearson Education Canada 17-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What
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Primary objective: ◦ Behavior change Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to TA)
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