Adoption of digital video recorders and advertising: threats or opportunities?
John A. FortunatoUniversity of Texas at Austin
Daniel M. WindelsGSD&M Advertising
INTRODUCTION
The technological communication environment of how messages can be distributed and can be retrieved by the audience, and the audience use of these devices are always factors that advertisers must consider in developing their creative and placement strategies. It can be simply stated that every time the technological communication environment changes and causes the mass media use behavior of the audience to change, the advertising industry must also change. Advertisers need to place their...