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
Direct Link
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