| Autor: |
Claudia A. Rademaker, Richard Wahlund, Marie Denward, Patrik Nilsson, Mattias Svahn |
| Rok vydání: |
2016 |
| Předmět: |
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| Zdroj: |
Media Convergence Handbook-Vol. 2 ISBN: 9783642544866 |
| DOI: |
10.1007/978-3-642-54487-3_18 |
| Popis: |
Converging media lends marketers greater media choice opportunities and also places new demands on the marketer’s strategic analysis. There are established media planning models that aid the marketer, but how shall the marketer reason when it comes to converging media? This chapter is about aiding buyers of media for marketing purposes who want to understand and include converging media in their media planning. We analyse existing theory on converging media and media planning, and propose aspects of importance when evaluating converging media. This results in a new model for categorizing and defining different types of converging advertising media. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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