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It won’t be seen on The New York Times bestseller list anytime soon, but Roger Baron’s debut literary effort figures to be a must-read among college undergraduates studying advertising in the coming year.
Baron, director of media research at Foote, Cone & Belding in Chicago, was enlisted two years ago to help the book’s original author, former Northwestern University professor Jack Sissors, with the sixth update of the book. The two knew each other through the local research community.
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