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Chapter 1 - The New World of Marketing Communication
Advertising & IMC: Principles and Practice, 9th Edition 9th Edition by Sandra Moriarty, Nancy Mitchell, William D. Wells 1. What is advertising, how has it evolved, and what does it do in modern times? 2. How have the key concepts of marketing communication developed over time? 3. How is the industry organized—key players, types of agencies, and jobs within agencies? 4. How is the practice of advertising changing?
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