Media planning: Interactive media

 

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Classic paper - a key, timeless read
1.
How the internet is reshaping advertising
Rex Briggs, Admap, April 2005, Issue 460, pp.59-61
Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

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Classic paper - a key, timeless read
2.
The need for better consumer research to improve new technology forecasts
Horst Stipp, ESOMAR, TV Audience Measurement, LA, June 2003
There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history o ...

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