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Chapter Overview. . 4-2. Advertising managementChoosing an advertising agencyAdvertising campaign managementCommunications market analysisAdvertising goalsAdvertising budgetMedia selectionCreative brief. 5-3. F I G U R E 5 . 1 IMC Overview. 5 - 4. Advertising Management. Evaluate role of advertising in IMC program.Select in-house or external agency.Develop advertising management strategy.Develop creative brief..

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