Editorial: Why Look into Media Planning?

Joseph T. Plummer

Journal of Advertising Research, 2005, vol. 45, issue 01, pages 1-1

Abstract: There is one arena of the advertising industry that has undergone enormous change in the past decade and you guessed it media! The technology of media has undergone amazing change from the growth of the internet and satellite radio, to the emergence of wireless and video games as an advertising channel, and the continuing segmentation of traditional media like television, magazines, and newspapers. We have seen the emergence of branded content, which in some aspects represents a return to the early days of sponsorship on network shows and in other aspects represents the fusion of two disciplines such as custom publishing. This year advertisers will spend more with Yahoo and Google than with CBS and Fox, which was unthinkable 5 to 10 years ago during the dot-com bust.

Downloads: (external link)
http://journals.camb ... ct_S0021849905050166 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().