Public Relations:Comparative Communications Effectiveness

Can you please help me with these questions from this article - "Exploring the Comparative Communications Effectiveness ofAdvertising and Media Placement". Thanks in advance for your assistance". This is the link for the article.

http://www.pricetargetmedia.com/exploring_the_comparative_communications_effectiveness_of_advertising.pdf

What is the major premise of the article? What support do the authors provide? Do you agree with their views? Why/Why not?

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