Developing the foundation for a new approach to understanding how media advertising works

Massive marketplace changes and several new research and analytical approaches have raised serious questions about 'how media advertising works' in the interactive, networked, global systems found in the 21st century media marketplace.

Developing the Foundation for a New Approach to Understanding How Media Advertising Works

Don E. SchultzDepartment of Integrated Marketing Communications, Medill School of Journalism, Northwestern University; and President, Agora Inc., United States


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