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The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness
by
Way
,
Heather
C
Year of Publication
01.01.2007
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Dissertation
Topic
advertising agencies
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alliances
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cognitive models
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decision making
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digital video recorders
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effectiveness
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English
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ProQuest Central
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