Sociology 2172A/B Chapter Notes - Chapter 1: Email Spam, Gestalt Psychology, Integrated Marketing Communications
8 Feb 2018
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Document Summary
Introducing advertising and promotion: an integrated marketing communications approach. Paid-for advertising generated the revenue to fund media channels: as circulation and viewing figures grew, so did advertising revenue. The audience reach of each individual media vehicle has shrunk under increased competition and changing patterns of media consumption. Some of these new media vehicles are not funded by the traditional model, social networking websites being the most striking example. Another pressure on the traditional funding model for media is the change in media consumption patterns as viewing and readership figures for traditional television, print and radio fall, and advertising revenues consequently collapse. Underlying the reduction in advertising revenue for traditional media, fewer consumers are paying for print media and more consumers are viewing and interacting with media content on mobile phones, pcs, laptops and other wireless devices such as netbooks. Advertising has become such a feature of daily life that sometimes it seems as if we hardly notice it.
