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The nature of the pressures may be different but there is no evidence that they are any less intense. By "drawn at random" we mean that each person in the market has the same probability of being questioned as any other. For example through the 1980s and 1990s there was a huge trend towards direct mail (junk mail), which seems to show no signs of abating - many very large consumer brands switched significant advertising spending into direct mail, often away from TV.

Pages: 320

Publisher: Routledge; 2nd ed. edition (February 21, 2003)

ISBN: 0765611120

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