The Conundrum of Emerging Media and Television Advertising Clutter

Autor:	Bruce C. Klopfenstein
Rok vydání:	2011
Předmět:	Guard (information security) Strategy and Management Communication Clutter Advertising Business Business and International Management Television advertising
Zdroj:	Journal of Media Business Studies. 8:1-22
ISSN:	2376-2977 1652-2354
DOI:	10.1080/16522354.2011.11073516
Popis:	Emerging media are having great impacts on media consumers in the U.S. and around the world. Television represents the old guard in advertising, even as emerging media threaten the broadcast advertising equation. Commercial clutter has reached new levels making advertiser avoidance all the more attractive to viewers even as new methods for doing so are also becoming more prominent. Reports of DVR use by various entities such as TiVo and Nielsen are confounding in their significant differences. There is a need for academic researchers to address issues related to television commercial avoidance even as ways to accomplish such behavior are on the rise.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4f9298e2ea0adca5fd7e9bb2896f840b https://doi.org/10.1080/16522354.2011.11073516 Zobrazit plný text záznamu Plný text ve formátu PDF