Chapter 2 Roles of Advertising. Objectives_1. Understand Primary goals and objectives of advertising Changing roles of advertising within the marketing communication mix Value of advertising and measuring return-on-investment (ROI). Objectives_2. Understand
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Exhibit 2.1 shows
a 3-year forecast for
Return-on-investment is a measure of the efficiency of a company based on the rate of return (profits) achieved by a certain level of investment on various business functions including advertising
Community at large
Intended time frame to see effect
Intended communication effect