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This book is an extract of the research that was carried out by the writer as the last fulfillment stage to being awarded a Masters degree in Business Administration at the open University of Tanzania.
The research work was converted to a book purposely to widely share the results and well searched information with other researchers and scholars, business managers and students, as this could be the way of taking the subject ahead.
This book, deeply covers the key advertising concepts, advertising framework and media choices, types of advertising and message development strategies.
As for other research works, the book touches research analytical framework, design and data analysis method that was adopted.
It is my anticipation that the book will be a relevant reference for different people in the advertising world.
As a matter of confidentiality the company that was the main center of the research has been withheld.
Lusama is a holder of MBA-Marketing (Open University of Tanzania, 2010) and MSc.
Telecoms (Coventry University, UK.
As he writes this book he has over 20 years experience in telecoms management.
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