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What is Advertising? And What are its Benefits?

Advertising is, perhaps, the most visible and obvious aspect of marketing. Yet it is also one of the least written about. In my 956-page copy of the Principles of Marketing (4th Ed), advertising gets just 24 pages (less than 3% of the book). Indeed, for many people, their perceptions of the ad industry were shaped by the TV series Mad Men. So ...

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