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of the Day

      Media advertising for technology-based firms is uniquely challenging. It must appeal to readers on both the logical and emotional levels. It requires a sound understanding of the channels of distribution and the levels of decision making required within organizations. Articles cover direct, cooperative and Internet-based advertising.

Channel Co-Op... Creativity with Control [pdf]

Co-Op ... The Stepchild of Advertising [pdf]

Specialty Advertising... Carrying the Message [pdf]

Marketing Budgets ... or Alice in Wonderland [pdf]

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