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  • Dahlén, Micael (author)
  • It’s Time for TGA: Truly Good Advertising
  • 2021
  • In: Journal of Current Issues and Research in Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 2164-7313 .- 1064-1734. ; 42:2, s. 123-131
  • Journal article (peer-reviewed)abstract
    • Good advertising is not enough anymore. With technological and societal progress, savvy consumers, and new media revenue models, advertising needs to be truly good to serve a purpose and to be allowed to live on. In this paper, I outline how truly good advertising (TGA) does not only produce equity for the advertiser, but also generates advertising equity to the benefit of the consumer, adds value to the media context and has a positive impact on society.
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Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Dahlén, Micael (1)
University
Stockholm School of Economics (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2021 (1)

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