Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns
Sheila L. SasserEastern Michigan UniversityScott KoslowUniversity of Waikato (Te Whare Waananga o Waikato)Edward A. RiordanWayne State UniversityIn the last decade, the media component of advertising has metamorphosed. Beginning with IMC and experiential initiatives, media have transformed toward interactive and engagement models (Swain, 2004). Such intense media change continues to challenge existing media measurement conventions. Emerging "three screen" considerations driven by technology and multitasking behavioral changes are affecting creative development, planning, and implementation. Such changes have already...