Chapter 20
You Can Understand Advertising (and That’s a Promise!)
In This Chapter
• Developing advertising messages that work
• Creating an advertising budget
• Determining where you should advertise
Advertising is everywhere. None of us can escape it, even if we want to—and many of us do. Yet despite criticism, which has been around as long as advertising itself, the volume of ads in any medium continually increases over the long term.
Why? Because advertising works well enough to encourage companies to keep doing it.
This chapter gives you a general overview of what makes advertising work and why so many companies use it in so many different forms. You also learn a bit about public relations, another method of business communication.

What ...

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