Advertising and promotion management -- Profit, sales and market share objectives -- Setting the budget -- Target audience selection and action objectives -- Profilling the decision maker -- Communication objectives -- Brand attitude strategy -- Processing -- Brand awareness and low involvement brand attitude: creative tactics -- High involvement brand attitude: creative tactics -- When to use a presenter -- Promotion's action and communication objectives -- Consumer trial promotions -- Consumer usage promotions and promotion testing -- Media selection -- Media scheduling by effective frequency -- Vehicle selection in the media plan -- Advertising strategy research -- Ad testing -- Campaign evaluation

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