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Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 1-10 from Palgrave Macmillan

Abstract: Abstract This term refers to marketing communications involving the purchase of traditional media such as television, radio, print, and outdoors; media in which results can be measured. As marketing and communications options have expanded, and advertising agency compensation has moved from commission-based to fee-based, this term has become increasingly dated and now reflects what traditional advertising agencies included in their base commission rate rather than what impact the media would have had on customers.

Keywords: Marketing Communication; Brand Awareness; Corporate Brand; Advertising Agency; Account Executive (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_1

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DOI: 10.1057/9780230626409_1

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