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Systems approach to advertising control Grafton, Gary

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.

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