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0000IIE
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3. 
Cover image for The fall of advertising and the rise of PR
by 
Ries, Al.
Format: 
Books
Publication Date 
2002
Excerpt: 
creativity -- Advertising and awards -- Advertising and awareness -- Advertising and sales -- Advertising and
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4. 
Cover image for Advertising communications & promotion management
by 
Rossiter, John R.
Format: 
Regular print
Publication Date 
1997
Excerpt: 
Awareness and Low-Involvement Persuasion -- 9. Creative Execution Tactics: High-Involvement Persuasion -- 10
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