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Systems approach to advertising control

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Title: Systems approach to advertising control
Author: Grafton, Gary
Degree Master of Science in Business - MScB
Program Business Administration
Copyright Date: 1969
Subject Keywords Advertising; System analysis
Abstract: This paper was written to investigate whether or not systems theory could be usefully applied to the control of advertising programs in business. A theoretical framework integrating systems, mass communication and advertising was developed and then applied to an existing real-estate marketing firm. It was concluded that the systems approach can be useful in a practical situation but a great deal of work remains to be done in this area. The paper closes with a number of suggestions for future research.
URI: http://hdl.handle.net/2429/35454
Series/Report no. UBC Retrospective Theses Digitization Project [http://www.library.ubc.ca/archives/retro_theses/]
Scholarly Level: Graduate

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