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.
Description:
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 theoretical framework used to guide the study. The research takes a quantitative approach using a survey in order to obtain the perceptions and decision-making processes of the media agency executives'. The findi…
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Date:
August 2007
Creator:
Way, Heather C.