M: Marketing
5th Edition
ISBN: 9781259446290
Author: Dhruv Grewal Professor, Michael Levy
Publisher: McGraw-Hill Education
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Chapter 17.5, Problem 2CY
Summary Introduction
To determine: The use of GRP to evaluate the effectiveness of traditional media.
Introduction: The communication process is an integrated effort made by the marketers to make the target audience aware of a particular product or service in the market. It uses a variety of communication tools, which involves personal selling, online marketing, sales promotion, public relations, direct marketing, and advertisements. It helps in creating clarity and maximum communicative impact on the target audience.
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