Summary
Contents
Subject index
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J. Tellis achieve their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.
Advertising and Brand Equity
Advertising and Brand Equity
The media environment has changed dramatically in recent years. Traditional advertising media such as TV, radio, magazines, and newspapers are losing their grip on consumers. After the dot-com crash and subsequent hangover in the early 2000s, marketers returned to the Web with vengance, pouring $18 billion into Internet advertising in 2005. While Web advertising jumped 20% during this time, spending for TV ads remained flat.
The prognosis for TV advertising going forward is not necessarily good. With more cable companies building TiVo-like digital video recorders into their digital set boxes, household penetration of DVRs in the US was expected to jump to 33% by 2008. One survey found that almost three-quarters of users of DVRs frequently or always ...
- Loading...