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Research papers

To fuse or not to fuse?

The aim of the paper is to provide guidelines for the non-technical media practitioner. It will argue that while the principles of fusion are sound they do not provide a catchall solution and caution should be exerted in using it as a general media...

Catalogue: New Monograph Series Vol. 7: Better Research For Better Media Decisions
Authors: Richard Dodson, Sheila Byfield
August 1, 1999
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Citation

Dodson and Byfield (1999a, August 01). To fuse or not to fuse?. ANA - ESOMAR. Retrieved January 13, 2025, from


https://ana.esomar.org/documents/to-fuse-or-not-to-fuse-