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141Published 2013Table of Contents: Connect to this title online (Unlimited simultaneous users allowed)
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144by Cappo, JoeTable of Contents: “…: the 15 percent commission is gone, and along with it the primary source of agency revenues -- Advertising changes its tune : the industry takes a broader look at the form and function of marketing -- Drowning in media : proliferation nibbles away at the power of traditional mass media -- The dilution of creativity : it's tougher to get the attention of consumers swamped with ad messages -- There is no line : once-scorned alternatives gain respect and a bigger piece of the marketing pie -- Retailers flex their muscles : consolidation in the retail sector imposes pressure on everyone in the marketing chain -- Integration: key to the future : agencies must demonstrate that "media-neutral" is more than a pious platitude -- Reinventing media, and other variations on the theme : old media are leading the development of new media-with some tech twists -- The Internet as change agent : reinventing the way we communicate, buy, sell, invest, date, send greeting cards, and book a trip -- Who are these people anyway? …”
Published 2003
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151Published 2015Table of Contents: “…Klotz -- Part 2: Message Control in the New Media Environment -- 5. Campaign News in the Time of Twitter / Regina G. …”
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152Published 2003Table of Contents: “…Critical theory and the challenge of new media /…”
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159by Kral, IngeConnect to this title online (unlimited users allowed)
Published 2012
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