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| Author: | Cambell, M. Bayliss, J. |
| Title: | How to make media investments accountable |
| Journal: | Admap
2005 : VOL. 40:4, p. 78-80 |
| Index terms: | Accountability Advertising Investment Media research |
| Language: | eng |
| Abstract: | The paper examines the challenges in accounting for media and shows how these could be met. Ultimately the lesson is that marketing investments need to be evaluated in its language. |
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