Chapter 03 – The Business of Advertising
Chapter 03
The Business of Advertising
1. (p. 59) One of the distinct groups in the advertising business is the suppliers who act as the
communications vehicles paid to present an advertisement to their target audience.
2. (p. 60) Local advertising is sometimes called cooperative advertising.
Chapter 03 – The Business of Advertising
Short Answer Questions
31. (p. 58-59) The advertising business has evolved into four distinct groups. List them.
32. (p. 62) What do you understand by cooperative advertising?
33. (p. 62) What is integrated marketing communications?
