Metrics, Media and Advertisers: Discussing Relationship

This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency....

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Bibliographic Details
Main Authors: Marco Aurelio de Souza Rodrigues, Paula Castro Pires de Souza Chimenti, Antonio Roberto Ramos Nogueira
Format: Article
Language:Portuguese
Published: Universidade Nove de Julho 2014-11-01
Series:REMark: Revista Brasileira de Marketing
Subjects:
Online Access:http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2599