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| Tekijä: | Tauder, A. R. |
| Otsikko: | Getting ready for the next generation of marketing communications |
| Lehti: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 5-8 |
| Asiasana: | marketing advertising media selection communication |
| Vapaa asiasana: | television |
| Kieli: | eng |
| Tiivistelmä: | Advanced Television (hereafter as: A-T.) will end the 100+ year master/slave relationship btw. the mass media (here as: mm.) and the audience (here as: aud). The mm., the marketer, and the aud. will all benefit from time shifting, addressability, interactivity, and cross platform access. However, A-T. will face significant challenges with innovations requiring open attitudes and changes in business models. Steps have to be taken to facilitate the introduction of the A-T. and marketing communications. |
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