Abstract
How can PR help to make advertising work? Let us accept the saying that advertising is the lifeblood of competition, and competition is the lifeblood of choice.
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References
Frank Jefkins, Public Relations in World Marketing (London: Crosby Lockwood Sons, 1966) pp. 131–5.
Ibid.
Frank Jefkins, Planned Press and Public Relations (Glasgow: Intertext, 1977) pp. 68–9.
Stephen T. Parkinson, ‘Communication Theory and Marketing’, in Marketing: Theory and Practice, ed. Michael J. Baker (London: Macmillan, 1976) chap. 5.
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© 1983 Frank Jefkins
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Jefkins, F. (1983). PR as an Aid to Advertising. In: Public Relations for Marketing Management. Macmillan Studies in Marketing Management. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-06925-5_6
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DOI: https://doi.org/10.1007/978-1-349-06925-5_6
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