Editorial: Why Look into Media Planning?
AbstractThere is one arena of the advertising industry that has undergone enormous change in the past decade and you guessed it media! The technology of media has undergone amazing change from the growth of the internet and satellite radio, to the emergence of wireless and video games as an advertising channel, and the continuing segmentation of traditional media like television, magazines, and newspapers. We have seen the emergence of branded content, which in some aspects represents a return to the early days of sponsorship on network shows and in other aspects represents the fusion of two disciplines such as custom publishing. This year advertisers will spend more with Yahoo and Google than with CBS and Fox, which was unthinkable 5 to 10 years ago during the dot-com bust.
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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 45 (2005)
Issue (Month): 01 (March)
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