A paradigm shift in advertising and its meaning for advertising-supported media
Palabras clave : 
Materias Investigacion::Comunicación
Fecha de publicación: 
2007
ISSN: 
1652-2354
Cita: 
Journal of Media Business Studies
Resumen
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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Fichero: 
Pérez-Latre JOMBS.pdf
Descripción: 
Tamaño: 
114,02 kB
Formato: 
Adobe PDF


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