PART XVII PLANNING ADVERTISING COMPANIES 343 17.1. Creation of advertising campaigns and planning
343 17.2. Advertising budget and their planning
350 Questions for control and discussion 353
PART XVIII RELATED STRATEGY 354 18.1. Basic development strategies
354 18.2. Growth strategy
356 18.3. Competition strategy
360 Questions for control and discussion 363
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PART XIX EVALUATION OF THE EFFECTIVENESS OF PROMOTIONAL ACTIVITIES. INTERNATIONAL ADVERTISING 364 19.1. Cost-effectiveness of promotional activities
364 19.2. Psychological effectiveness of the use of advertising tools