DIGITAL MEDIA: TO BE OR NOT TO BE – AN ADVERTISERS DILEMMAS

Prof Shravan Rungta ()
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Prof Shravan Rungta: Associate Professor, N L Dalmia Institute of Management Studies and Research Shristi, Sector - I, Mira Road (East), Mumbai, India

Far East Journal of Marketing and Management, 2012, vol. 2 No 3 Paper 1 December, issue 1, 1-13

Abstract: The Media landscape is getting transformed rapidly in India and around the world. With increased globalization, India Media landscape has become increasingly complex and varied. The advent of internet and mobile communication has altered the rules of the game as far as the marketer; advertiser and media planners are concerned. The so called New Media has impacted not just the old media but has presented its own unique challenges in terms of nature of communication, measurement of reach and its impact on consumer behaviour.

Keywords: Media; Digital; Advertising; Marketing Communication; Reach (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2012
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