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Please use this identifier to cite or link to this item:
http://hdl.handle.net/10171/7361
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| Title: | A paradigm shift in advertising and its meaning for advertising-supported media |
| Author(s) : | Pérez-Latre, F.J. (Francisco Javier) |
| Issue Date: | 2007 |
| Citation: | Journal of Media Business Studies |
| Keywords: | Materias Investigacion::Comunicación |
| Abstract: | The changing role of advertising is altering the behavior of advertisers with significant implications for advertising-supported media. Advertisers are struggling to understand changes in audience media usage and to changes in attention paid to commercial messages. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes. |
| URI: | http://hdl.handle.net/10171/7361 |
| Publisher version (URL): | http://www.jombs.com |
| Appears in Collections: | DA - Comunicación - Empresa Informativa - Artículos de Revista
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