The actor set-up of TV advertising. A new process for hybrid formats

Article English OPEN
von Rimscha, M Bjørn; Rademacher, Patrick;
(2008)
  • Publisher: Universita della Svizzera Italiana, Facolta di Scienze della Comunicazione
  • Related identifiers: doi: 10.5167/uzh-6146
  • Subject: Department of Communication and Media Research | 700 Arts | principal-agent, conflicting interests, product placement, advertising process, interviews, Switzerland
    acm: ComputingMilieux_MISCELLANEOUS

The paper introduces a basic description of the advertising process in TV advertising and discusses how this process might be altered when 30 second spots are replaced by hybrid advertising formats such as sponsoring and placements. For each actor in the process the pot... View more
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