"This book is on the latest multi-platform advertising strategies in the global marketplace. It is accessible to … advertising, marketing communications, and marketing practitioners to better understand this emerging phenomenon. This book is … also useful for researchers who are interested in studying the global impacts of multi-platform media on the advertising …

The Internet can affect advertising expenditures through various channels. Although the traditional news media … advertising budgets across media outlets is unclear. For example, offline advertising can induce search engine use making online … and offline advertising complements. The impact of the Internet on advertising expenditures is also uncertain because the …