RT Journal Article
SR Electronic
T1 Getting Ready for the Next Generation of Marketing Communications
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 5
OP 8
DO 10.1017/S0021849905050117
VO 45
IS 1
A1 Arthur R. Tauder
YR 2005
UL http://www.journalofadvertisingresearch.com/content/45/1/5.abstract
AB Advanced Television will end the 100 year master/slave relationship between the mass media and the audience. The media, the marketer, and the audience will all benefit from time shifting, addressability, interactivity, and cross platform access. However, Advanced Television will face significant challenges as innovations will require open attitudes and changes in business models. There are steps to be taken now to facilitate the introduction of the next generation of television and marketing communications.