Implementing a media consumption model

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising “works” in the 21st century.

Implementing a media consumption model

Don E. SchultzNorthwestern University, Medill School Journalism; and Agora, Inc., United States

Martin P. BlockNorthwestern University, Medill School Journalism, United States

Joseph J. PilottaBIGresearch, United States...