Comment: Is Advertising a Zombie?

• Autores: Roland T. Rust
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 3, 2016, págs. 346-347
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The authors discusses aspects of new media and technologies need for advertising to change the behavior of consumers. The authors mentions major changes made in this industry. Topics discussed includes Mass Media in advertising, Technological environment in adversiting and customer-to-customer communication.