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| Tekijä: | Enoch, G. Johnson, K. |
| Otsikko: | Cracking the cross-media code |
| Lehti: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 125-136 |
| Asiasana: | behavioural science research |
| Vapaa asiasana: | media |
| Kieli: | eng |
| Tiivistelmä: | There are developed seven basic concepts of cross-media research and behaviour by examining behavioural cells of users and usage (by ESPN Research + Analytics). It is found that the heavier user of one medium tends to be a heavier user of other media. Cross-media usage is not a zero-sum game. Instead, the 'media pie' is growing due to "new markets of time". While earlier speculation focused on convergence, time spent is limited when using more than one medium at a time. Media users are using various media platforms at different times and in various places for different purposes. |
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