Slide 117-1 Chapter Questions What is the role of marketing communications? How do marketing communications work? What are the major steps in developing effective communications?…

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Slide 1 16-1 Managing Mass Communications Chapter Questions How should the budget be set? What are appropriate advertising goals? How should advertisements be designed? ©…

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Slide 1 Slide 2  Primary objective: ◦ Behavior change  Behavioral objective ◦ Something you want the audience to DO ◦ Clear ◦ “Do-able” ◦ Obvious (to…