Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to … Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media … Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the …

marketing and advertising professions. The text looks at why a marketing team might employ the use of alternative media vehicles …This is a concise guide that offers a step-by-step approach to the strategic use of alternative media by both the … over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where alternative media …

Introduction -- Part I: Convergence and Strategic Management -- Part II: Convergence and Advertising and Marketing …Convergence has gained an enormous amount of attention in media studies within the last several years. It is used to … operate and consumers perceive and process media content. These transformations have not only led business practices to change …

control over media content and advertising, with implications for advertising avoidance, advertising targeting and … screen” to multitask during media programs, enabling immediate online response to program and advertising content, but also …Technology and consumer behavior are changing supply and demand for mass media. Digitization has increased consumer …

communicate with the electorate. We construct a model where two parties fund both the "creative" and "media" elements of political … advertising and examine how campaign budgets affect advertising strategies in the context of a political campaign. Our key finding … is that tight campaign limits stimulate aggressive advertising on the part of competing parties, while generous budgets …

Examines the use of media scheduling in the field of advertising. Looks at newspaper publishers, in particular …