A Model for Evaluating Converging Media for Advertising Purposes
Number of Authors: 5
2016 (English)In: Media Convergence Handbook - Vol. 2: Firms and User Perspectives / [ed] Artur Lugmayr, Cinzia Dal Zotto, Springer Berlin/Heidelberg, 2016, 355-373 p.Chapter in book (Refereed)
Converging media lends marketers greater media choice opportunities and also places new demands on the marketer’s strategic analysis. There are established media planning models that aid the marketer, but how shall the marketer reason when it comes to converging media? This chapter is about aiding buyers of media for marketing purposes who want to understand and include converging media in their media planning. We analyse existing theory on converging media and media planning, and propose aspects of importance when evaluating converging media. This results in a new model for categorizing and defining different types of converging advertising media.
Place, publisher, year, edition, pages
Springer Berlin/Heidelberg, 2016. 355-373 p.
Media Business and Innovation
Economics and Business Media and Communications
IdentifiersURN: urn:nbn:se:su:diva-136130DOI: 10.1007/978-3-642-54487-3_18ISI: 000385218600019ISBN: 978-3-642-54486-6ISBN: 978-3-642-54487-3OAI: oai:DiVA.org:su-136130DiVA: diva2:1051145