Open AccessMoving the media goalposts
Author(s) -
Bowman Jo
Publication year - 2015
Publication title -
research world
Language(s) - English
Resource type - Journals
eISSN - 2330-4448
pISSN - 1567-3073
DOI - 10.1002/rwm3.20216
Subject(s) - advertising , ideal (ethics) , business , marketing , political science , law
The business of advertising has become more about sharing with consumers and less about shouting at or seducing them. But Jo Bowman finds that sure‐fire media plans‒and ideal measures of success‒remain as elusive as ever.