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If Advertising Won'...
If Advertising Won't Die, What Will It Be? Toward a Working Definition of Advertising
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- Rosengren, Sara (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Dahlén, Micael (författare)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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(creator_code:org_t)
- 2016-07-11
- 2016
- Engelska.
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Ingår i: Journal of Advertising. - : Taylor & Francis (Routledge): SSH Titles. - 0091-3367 .- 1557-7805. ; , s. 334-345
- Relaterad länk:
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Abstract
Ämnesord
Stäng
- Answering recent calls for a new definition of advertising, we identify three dynamics—(new) media and formats, (new) “consumer” behaviors, and extended effects of advertising—that drive the evolution of advertising. Based on these, and a survey of advertising academics and professionals, we formulate an updated working definition of advertising as “brand-initiated communication intent on impacting people.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Publikations- och innehållstyp
- art (ämneskategori)
- ref (ämneskategori)
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