A paradigm shift in advertising and its meaning for advertising-supported media

Article English OPEN
Pérez-Latre, F.J. (Francisco Javier);
(2007)
  • Subject: :Comunicación [Materias Investigacion]
    acm: ComputingMilieux_MISCELLANEOUS

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 o... View more
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