The advertising media

Description

Focus is on challenges for 21st century retailers to make cost-effective media buys. With increased audience fragmentation from more media alternatives, retailers need to reexamine the traditional media of newspapers, magazines, direct mail, TV and radio. Discusses how Internet advertising must be part of the retailer's IMC program. Interviews with media professionals in e-commerce, traditional retailing and direct mail.

Runtime

25 min

Series

Subjects

Genre

Date of Publication

2001

Database

Alexander Street

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