Conceptualising Television Advertising: From "content" to genre, from USP to ISP

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research

Original language	English
Title of host publication	Branding and Advertising
Editors	Flemming Hansen, Lars Bech Christensen
Number of pages	22
Place of Publication	Copenhagen
Publisher	Copenhagen Business School Press
Publication date	2003
Pages	284-305
ISBN (Print)	8763001187
Publication status	Published - 2003

Handle.net

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title = "Conceptualising Television Advertising: From {"}content{"} to genre, from USP to ISP",

keywords = "TV-reklamer, Reklame-TV, ISP, Ironic Selling Proposition",

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