O SELECȚIE URIAȘĂ
Peste 4 milioane de cărți în engleză la prețuri avantajoase.
ISBN | 9780231126533 |
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Autor | Napoli Philip M. |
Editura | Columbia Univ Pr |
Limba | english |
Tip copertă | Paperback |
Anul publicării | 2003 |
Număr de pagini | 256 |
Focusing on the electronic media -- television, radio, and the Internet -- Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Examining the relationship between the four principal actors in the audience marketplace -- advertisers, media firms, consumers, and audience measurement firms -- Napoli explains the ways in which they interact with and mutually depend on each other. He also analyzes recent developments, such as the introduction of local people meters by Nielsen Media Research and the establishment and evolution of audience measurement systems for the Internet.