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A Theory of Broadcast Media Concentration and Commercial Advertising

✍ Scribed by Brendan M. Cunningham; Peter J. Alexander


Book ID
111029357
Publisher
John Wiley and Sons
Year
2004
Tongue
English
Weight
135 KB
Volume
6
Category
Article
ISSN
1097-3923

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## Abstract Over the last two decades, marketers have gravitated toward placing their ads in specific television programs such as the Super Bowl, Academy Awards, and the last episodes of sitcoms. While anecdotal evidence of positive outcomes in the form of increased sales, phone inquiries, and hits