Work

The Paradigm Shift in Advertising and its Meaning for Advertising-Supported Media

Year: 2007

Type: article

Abstract: This article explores how the changing role of advertising in marketing is altering the behavior of advertisers and its implications for advertising-supported media. Advertisers are struggling to understand changes in audience media use and to changes in attention paid to commercial messages, the author argues. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.

Source: Journal of Media Business Studies

DOI: 10.1080/16522354.2007.11073445

Author: Francisco J. Perez-Latre

Institution: Universidad de Navarra

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2024017346

FWCI: 2.361

Cites: 8

Cited by: 26

Related to: 10