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Advertising Communications & Promotion Management. 2nd Edition
01 Feb 1997 | by Rossiter
, the creative idea, promotions, media selection, research, tracking, evaluation, etc. + The new title signals ... development research management judgment tests and ad testing (Chapter 19) and campaign tracking (Chapter 20 ... Part 7: ADVERTISING RESEARCH AND EVALUATION (18) Advertising Strategy Research (19) Concept ...
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