The reshaping of the traditional television advertising model: An analysis of media agency perceptions and decision-making processes regarding the effects of digital video recorders on television commercial effectiveness.
This research analyzes media agency executives' perceptions and strategic decision-making processes when accessing the impact of digital video recorders (DVRs) on the traditional television commercial spot. Strategic decision-making models, as well as major industry research, forms the theoreti...
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| Format: | Others |
| Language: | English |
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University of North Texas
2007
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc3906/ |