Abstract

This quantitative study examined changes to the advertising media mix of leading national advertisers from 2003 and 2005. The advertising channels analyzed were newspaper, magazine, television, outdoor, radio, Internet, and Yellow Pages. Of these seven categories, there was statistically significant growth in radio and Internet advertising, and a statistically significant decrease in traditional Yellow Pages advertising. Differences in advertising spending were found by industry.

Publication Date

2007

Document Type

Full-Length Book

Comments

Industry Definition and Strategic Analysis

Department, Program, or Center

Printing Industry Center (CIAS)

Campus

RIT – Main Campus

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