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Adman Lecture 6
1.
Advertising Management Lecture
6: Establishing Objectives and Budgeting for the Promotional Program
2.
3.
4.
5.
6.
7.
8.
Sales vs. Communication
Objectives
9.
10.
11.
12.
13.
Communication Objectives
14.
15.
Communication Effects Pyramid
16.
Communication Effects Pyramid
17.
18.
19.
20.
21.
Setting Objectives for
the IMC Program
22.
23.
Establishing and Allocating
the Promotional Budget
24.
25.
Budget Approaches
26.
27.
28.
29.
Top-Down Approaches
30.
31.
32.
33.
34.
Objective and Task
Method
35.
36.
37.
Budget methods
38.
39.
40.
41.
42.
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