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The Media (3828)

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Media insights
Shu Akahane, Naoko Katayama and Hiroki Noda, ESOMAR, Media Mix Audience Measurement, LA, June 2003

This paper analyzes respondents’ free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers’ media perceptions.

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The Medium Is Part of the Message
Maria Christina Moya Schilling, Karin Wood and Alan Branthwaite, ESOMAR, Reinventing Advertising, Rio, November 2000, pp.207-229

This paper is based on the results of a global qualitative project covering 14 countries across North and South America, East and West Europe, Asia and Australia. Advertising clearly plays a substanti ...

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Read: 107 times

Who pays for the Media?
Leo Bogart, Journal of Advertising Research, Vol. 34, No. 2, March/April 1994

Technological and economic changes are transforming the system by which the media are funded by advertising. This article 1) examines what this transformation means to the way media are defined and ca ...

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