Mark R. Phillips, Jr.
Communication and Media Studies
Media Economics and Management
In an age of rapid technological innovation it would seem counterintuitive to assume that marketing and advertising techniques would remain stagnant; to survive and prosper, as in all aspects of business, marketers need to adapt their strategies and activities and advertisers need to evolve in terms of style, content, and media application (→ Marketing ; Advertising ). Media, both as a self-perpetuating entity and as a facilitator of others' marketing goals needs to respond to changes in environment and strategic perspective. Indeed, media are currently witnessing great flux in marketing approaches. Marketers are being forced to rethink traditional paradigms and re-evaluate fundamental tenets right down to the bedrock definitions including markets, what constitutes an “ad,” and what is meant by “media.” Media are entities used for communicating; they physically transmit information over space and time. They link sender to receiver. Mass media are venues whereby a sender can transmit to many receivers simultaneously ( DeFleur & Dennis 1994 ). Traditionally media have been divided into two categories, electronic and non-electronic. Historically electronic media were → Radio and → Television ; non-electronic media included → Newspapers , → magazines , direct mail, business papers, and outdoor (billboards, murals, etc.). Using electronic/non-electronic as a way to discriminate ... log in or subscribe to read full text
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