The Paradigm Shift in Advertising and its Meaning for Advertising-Supported Media

F.J. Pérez-Latre

26 citations0/0 files storedJournal of Media Business Studies

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Marketing and Advertising Strategies Digital Marketing and Social Media Media and Digital Communication

Abstract

This article explores how the changing role of advertising in marketing is altering the behavior of advertisers and its implications for advertising-supported media. Advertisers are struggling to understand changes in audience media use and to changes in attention paid to commercial messages, the author argues. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.

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References

2002The Fall of Advertising and the Rise of PR 2004Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics 2003The end of advertising as we know it 2004The future of advertising: new media, new clients, new consumers in the post-television age 2005Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising 2004Handbook of Product Placement in the Mass Media

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2014La publicidad y la agencia de medios frente al cambio en el ecosistema mediático 2012Newspaper and Internet Display Advertising – Co-Existence or Substitution?2014Revisión teórica de la agencia publicitaria en la cultura digital 2013Journalism and Media Convergence 2017Identifying paths to audience success of media products: the media decision-makers’ perspective 2008The Future of TV Commercials: Not as Bleak as Proclaimed

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