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This book is a step-by-step guide to the creation or supervision of the most widely used advertising and promotional activities.

1. The business, corporation, or organization that must do its own advertising
and promotion.

2. Persons newly appointed or promoted to positions in advertising, promotion,
marketing, or marketing services with little or no experience in
those fields.

3. Managers with supervisory responsibility for advertising and promotion.

4. Adult education and in-house training directors who find traditional
textbooks unsatisfactory for their needs.


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