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Dadun > Depósito Académico > Facultad de Comunicación > Departamento de Empresa Informativa > DA - Comunicación - Empresa Informativa - Artículos de Revista >

A paradigm shift in advertising and its meaning for advertising-supported media
Authors: Pérez-Latre, F.J. (Francisco Javier)
Keywords: Materias Investigacion::Comunicación
Issue Date: 2007
Publisher version:
ISSN: 1652-2354
Citation: Journal of Media Business Studies
The changing role of advertising is altering the behavior of advertisers with significant implications for advertising-supported media. Advertisers are struggling to understand changes in audience media usage and to changes in attention paid to commercial messages. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.
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