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Industry Viewpoints in Advertising
Nicosia, Francesco M.
17/2  (Winter 1974): 5-12

Presents views on the uncertainties in advertising practices based on testimonies of business executives before the U.S. Federal Trade Commission hearings. Failure of generating revenues due to rapid increase in technological change and fixed costs; Source of uncertainty provided by affluence; Inability of legislation and regulation to understand imbalances in costs and revenues of the firms.

 

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