Walking the path

At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media channels, and audience engagement.

Walking The Path

Exploring the drivers of the expression

David D. Ernst and Stacey Lynn Koerner Initiative Media North AmericaHenry Jenkins, Sangita Shresthova, Brian Theisen and Alex Chisholm Massachusetts Institute of Technology (MIT)

'American Cheese. The overwrought...