CHAPTER
4 
Explaining Broadcast Marketingto a Direct Client
Think of marketing as the entire effort a client makes to provide a product or service to consumers. Marketing would include the client’s concept, pricing, packaging, and location. Marketing would include the client’s sales force. And, marketing would also include the client’s advertising strategy. Although advertising is a very important part of the overall marketing process, it’s often the part that’s the least understood.
ADVERTISING IS A MYSTERY TO MOST CLIENTS
If a business in your ...
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