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Research papers

A long engagement

Over 40 years ago Bass and Parsons declared that measuring the impact of advertising on sales is the most difficult and controversial problem in marketing. While still a challenge today, measurement of the effect of advertising has progressed....

Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Author: Jennifer Taylor
October 21, 2010
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Citation

Taylor, J. (2010a, October 21). A long engagement. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-long-engagement