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Charles Dawson (1996). Television advertising: In need of reinvention?.
International Journal of Marketing, vol.15, no.4, pp.. http://www.warc.com/

Abstract
As the media technologies carrying advertising messages advance in sophistication, commercial communication inexorably becomes more fragmented, more targeted and individual in focus, and more consumer-driven. Advertising as an industry continues to grow, but is still based on its original mass-communication models. The industry must now consider reinventing itself.

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