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Reach
Frequency
Scheduling
Coverage
Product advertising
Commercial advertising
Non-commercial advertising
Action advertising
Competitive Situation
Distribution Situation
Product Situation
End user situation
Quality
Design
Credit term
Packaging
Publicity
Sales Promotion
Personal selling
Public relations
Less Coverage
Target duplication
Overloading of ads
Mobility
All of these
Advertising
Public Relations
Publicity
Sale Promotion
Allocation of resources
Focused
Utilitarian
Non specific
Service scheme
Direct marketing
Sales promotion
Warehousing
Advertising
Rational
Moral
Emotional
Economical
TV
Radio
Cable
Internet
Cost
Clutter
Fleeting message
Reach
Frequency
Scheduling
Coverage
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Identifiable Sponsor
Competitive Advantage
Target Audience
Company Mission
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Copy research
Media research
Market research
Distribution research
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Awareness
Interest
An emotional attribute
Consistency
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Rational appeal
Emotional appeal
Moral appeal
Natural appeal
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Control on creativity
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Attention
Desire
Need
Interest
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Technological environment
Manufacturing environment
Economic environment
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Layout
Script
Copy
Story Board
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1991
1992
1993
1990
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Rating method
Ratio method
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List price
Discount
Warranties
Payment mode
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In-house Advertising
Non-Commercial Advertising
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1977
1979
1980
1978
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Product characteristics
Media objectives
Media budget
All of these
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