The development of advertising: Difficulties of empirical measurement and implications for media

Abstract

This book is the last product associated to the 8th World Media Economics and Management Conference (8WMEMC), published with a joint organization of Media XXI Magazine, the Communication and Culture Research Centre of the Portuguese Catholic University (CECC-UCP), and with the collaboration of the Journal of Media Economics.
It presents a collection of some of the papers presented at the Conference in Lisbon in May 2008. Chapters deal with how companies are adjusting to the current environment, how they are integrating the new technologies, and how they are creating strategies to overcome difficulties that are appearing in those media that are most dependent on oil and gasoline, and other resources for distribution.
The 8WMEMC had the participation of people from the four continents that, in general, are directly or indirectly associated to the communication industry and academy. That’s why this book will be important to several audiences, as followed: i) communication students, professors and researchers; ii) professionals and collaborators of media companies; iii) professionals and collaborators of ICT companies; iv) representatives of regulatory institutions and public organisms; and v) directors and collaborators of associations, syndicates and non-governmental organizations related with the media.