| Description |
1 online resource (25 min.) |
| Series |
Global business and economics in video |
| Summary |
Focus is on challenges for 21st century retailers to make cost-effective media buys. With increased audience fragmentation from more media alternatives, retailers need to reexamine the traditional media of newspapers, magazines, direct mail, TV and radio. Discusses how Internet advertising must be part of the retailer's IMC program. Interviews with media professionals in e-commerce, traditional retailing and direct mail |
| Notes |
Title from resource description page (viewed Mar. 12, 2014) |
|
This edition in English |
| Subject |
Advertising.
|
|
Advertising.
|
| Genre/Form |
Educational films.
|
|
Educational films.
|
|
Films éducatifs.
|
| Form |
Streaming video
|
| Author |
Clements, Steve.
|
|
