University of Twente Student Theses

Implications of media fragmentation for the advertising industry with special attention to the Philips account strategy of DDB : final Thesis for the Business Administration Master of Science Program at the University of Twente

Sankatsing, Yadira (2007) Implications of media fragmentation for the advertising industry with special attention to the Philips account strategy of DDB : final Thesis for the Business Administration Master of Science Program at the University of Twente.

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Abstract:	The world is undergoing a period of unprecedented accelerated technological innovation and these innovations have led to the demise of advertising as historically practised, and created a whole new way of communicating with potential consumers. This study forms an in-depth analysis into the future of advertising as a consequence of media fragmentation that rises from these rapidly evolving technological innovations by means of qualitative research. It synthesizes a vast body of theory in fields as diverse as advertising theory, consumer relationship models, competitive strategy, media development theories (including media fragmentation and media interaction) and new advertising techniques. Through a longitudinal analysis of the different individual media and of the evolving interaction between these media, it becomes possible to understand the mutual relations and development of the media from the very beginning and the consequent leaps in their evolution from an advertising perspective. This analysis of the individual media is fundamental to understand the current advertising world from the perspective of the individual media contributions as well as that of their integrated media effects.
Item Type:	Essay (Master)
Clients:	DBB Amsterdam
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	85 business administration, organizational science
Programme:	Business Administration MSc (60644)
Link to this item:	https://purl.utwente.nl/essays/57933
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