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Research papers

The art of the possible

This paper looks at the roles of the different communication channels, but particularly focuses on the synergistic relationship between them. A clear understanding of how above the line advertising works (and how TV advertising works in particular)...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Gordon Pincott, Cath Booth
Company: KANTAR TNS Malaysia
June 15, 1995