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Internet Advertising

In 2002, Jef Richards and Catharine Curran developed a widely recognized definition of advertising that includes four key components readily recognizable by most people over the age of 40 years: (1) paid communication, (2) placed in a mediated form of communication, (3) from an identifiable source, and (4) designed to persuade consumer action. As a 2013 AdWeek article suggested, however, consumers in the millennial cohort have a much less structured view of advertising that leads to questions of whether definitions of advertising are changing drastically.

New terms have entered the advertising lexicon. For example, “native advertising” uses software to convert advertising into the look and feel of the editorial content of the online medium in which it is placed. “Transmedia” involves using multiple media modalities to ...

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