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    31. Discussion : incorporating advertising into demand systems

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    32. Discussion : ongoing empirical research on generic advertising

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    33. Discussion : supply response and optimal control models of advertising

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    35. Don't blow your focused group interviews out of proportion

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    36. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea

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    37. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea

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    38. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement

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    39. Environmental threat appeals in green advertising

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    40. Evaluating advertising using split-cable scanner data : some methodological issues

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