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| Author: | Foote, N. |
| Title: | When ads build value |
| Journal: | Admap
2006 : FEB, VOL. 41:2 (469), p. 35-37 |
| Index terms: | advertising benchmarking |
| Freeterms: | value building |
| Language: | eng |
| Abstract: | How do you know your channel strategy and plans will work? This paper argues that media value depends on performance, not just efficiency, and shows how benchmarks can guide planning. |
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