Working Paper
Beyond Advertising and Publicity: The Domain of Hybrid Messages
Jan 1, 1991
Identifies genre of marketing communication, or ‘hybrid messages,’ that provide the product sponsor with benefits beyond those of conventional advertising.
Working Paper
Beyond Advertising and Publicity: The Domain of Hybrid Messages
Jan 1, 1991
Identifies genre of marketing communication, or ‘hybrid messages,’ that provide the product sponsor with benefits beyond those of conventional advertising.