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Explain why it is s difficult to use sales as an indicator of advertising effectiveness and why communications objectives may work better.

1) As more and more advertising dollars move to digital media, traditional media are losing revenue. Will traditional media no longer exist in the future? Explain your reasoning. 2) Explain why it is s difficult to use sales as an indicator of advertising effectiveness and why communications objectives may work better. 3) The chapter lead-in […]

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