First Exercise – Chapter 14 – List the five parameters used to measure the ROI of the launch campaign. Discuss the “new” metrics that some companies apply to advertising today. (5 Points)

Second Exercise – Chapter 14 – Identify the basic principles that increase a print ad’s likely impact on the reader. 

Third Exercise –  In this Discussion Forum describe what has been the most significant, and maybe the most eye-opening advertising concepts you learned this semester. 

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