IMC Technology Perspective 111 discusses the debate between the television networks and advertisers over the measurement of
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IMC Technology Perspective 11–1 discusses the debate between the television networks and advertisers over the measurement of TV viewing audiences. Evaluate the changes that have been made to provide advertisers with better measures of TV viewing audiences as well as commercials. (LO3)
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Related Book For 
Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9780073404868
9th Edition
Authors: George E. Belch, Michael A. Belch
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