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Audience or Consistency? the Dilemma of Advertising
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OPINION. The advertising withdrawals of advertisers in some French and Swiss media are not a mere short-term episode. They illustrate a lasting change in the field of communication, writes the professor of the Lausanne Hotel School Reza Etemad-SajadiL, alignment between the values of a brand and the decision to distribute advertising is today an important issue for companies. This affects the relationship between commercial communication and cor…
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