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Unformatted text preview: media platforms of Twitter and Facebook.
The introduction of internet-ready television and
Tivo and other recording platforms, plus multiple
online services and service providers offering
immediate streaming and downloading, such as
Hulu, Netflix, GoogleTV, DirectTV, and Comcast’s
Xfinity, will have an impact on the industry. Many
young adults prefer to access content through the
internet, whether on an internet-ready television
or through their laptops and mobile devices. In
August 2006, McKinsey & Co published a report
that said that by 2010 traditional TV advertising
will only be one-third as effective as it was in 1990.
Customer audiences are smaller and specialized.
The fragmentation of media and audiences and
the accompanying reduction of audience size have
reduced the effectiveness of the traditional topdown, mass, “interrupt and repeat” advertising model. Forrester Research’s North American Consumer Technology Adoption Study shows people in
the 18-26 age group spend more time onlin...
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This note was uploaded on 02/11/2013 for the course MGMT 231 taught by Professor Yu during the Spring '13 term at Bauder.
- Spring '13
- The Lottery