Bibliograph

The advertising media, by Steve Clements

Type

Label

The advertising media, by Steve Clements

Language

eng

Characteristic

videorecording

Main title

The advertising media

Medium

electronic resource

Oclc number

874048355

Responsibility statement

by Steve Clements

Runtime

Series statement

Global business and economics in video

Summary

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

Target audience

general

Technique

live action

Contributor