During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and public entities) that were active on the Italian national...

The article considers specific features of the communication process within the framework of the complex of realisation of marketing activity of a company compared to other types of social communication. It offers stages of the process of formation and transfer of information to the market with...

В статье рассмотрены особые отличия коммуникационного процесса в рамках комплекса реализации маркетинговой деятельности предприятия среди других видов...

Of the various media vehicles available for advertising, the Internet is the latest and the most rapidly growing, emerging as the ideal medium to promote products and services in the global market. In this article, the authors propose an Internet media planning model whose main objective is to...

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years - both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint that...

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years – both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint...

There is a growing trend among consumers to serially consume small, incomplete “chunks” of multiple media types – television, radio, Internet and print – within a short time period. We refer to this behavior as “media multiplexing” and note that key challenges for integrated...