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| Author: | Smith, A. |
| Title: | Multimedia: plays not monologues |
| Journal: | Admap
2004 : JUL/AUG, VOL. 39:7 (452), p. 43-46 |
| Index terms: | Advertising Communication Planning |
| Freeterms: | Media |
| Language: | eng |
| Abstract: | This article examines some of the difficulties in optimizing mixed-media plans, and suggests a way in which existing data could be used to guide thinking. |
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