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4.              Jack Sissors, Lincoln Bumba Advertising Media Planning, NTC Business Books, 1989.

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6.              Wally Wood Update: single source, Marketing and Media Decisions, 1989.

7.              Ian Linton, Kevin Morley Integrated Marketing Communications, Oxford, 1995.

8.              Tom Brannan A practical guide to integrated marketing communications, London, 1995.

9.              Herbert E. Krugman What makes advertising effective?, Harvard Business Review, 1975.

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11.        Joe Mandese Print media: a proposal to ease advertiser access to public, Marketing and Media decisions, Sept., 1999.

12.        Peter D. Bennet Dictionary of marketing terms, Chicago, 1988.

13.        Ray O. Werner Legal developments in marketing, HBR.

14.        James Bettman An information procesing theory of consumer choice Addison-Wesley, 1980.

15.        Anthony McGann, Thomas Russell Advertising Media, Irwin, 1988.

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18.        A. Barban, S. Cristol, F. Kopec Essentials of Media Planning, NTC, 1998.

19.        David Aaker, John Myers Advertising Management Practical Perspectives, Prentice-Hall, 1987.

 

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