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Hybridomas are cells that have been engineered to produce a desired antibody in large amounts. To produce monoclonal antibodies, Bcells are removed from the spleen of an animal that has been challenged with the relevant antigen. These B-cells are then fused with myeloma tumor cells that can grow indefinitely in culture (myeloma is a B-cell cancer). This fusion is performed by making the cell membranes more permeable. The fused hybrid cells (called hybridomas), being cancer cells, will multiply rapidly and indefinitely and will produce large amounts of the desired antibodies.

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As a means of reaching the masses, no other medium today has the unique creative ability of television. Broadcast TV grew faster than any previous advertising medium because of the unique advantages it offered advertisers: mass coverage at efficient cost, impact,prestige,and social dominance. Television is a powerful creative tool, but the medium still has many drawbacks, including high actual cost, limited selectivity, brevity, clutter, and susceptibility to zipping and zapping.

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In this chapter we examine how print advertising enhances the advertiser’s media mix. Newspapers and magazines, with their unique qualities, can complement broadcast, direct mail, and other media. By using print wisely, advertisers can significantly increase the reach and impact of their campaigns and still stay within their budget.

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