Suchergebnisse

Scholars have examined media substitutability from many angles, but few, if any, studies have examined substitutability of advertising on the basis of language. Using a price sensitivity test, this exploratory study examines advertisers' attitudes toward the substitutability of English-language advertising among U.S. foreign language television advertisers to reach their target audiences. Advertisers overwhelmingly (90%) indicated that they did not consider English-language television as an acceptable substitute for reaching their target audiences. This finding has implications for media ownership and mergers, providing evidence that foreign-language television and English-language television exist in separate product markets, and should aid future policy discussions.

A comparative content analysis of CNN, Fox News Channel, and MSNBC examined the extent to which the cable news networks utilize their news crawls or "tickers" for promotional purposes. Situated in economic, branding, and promotional theory, the study revealed that two out of three cable networks utilized their news tickers for some overt self-promotion, but used them infrequently as synergistic promotional tools for their parent companies, indicating journalistic integrity within this news space for the present time. The study also provides baseline information on the nature of cable news tickers.

"This textbook takes a case study approach to media and audience analytics. Realizing the best way to understand analytics in the digital age is to practice it, the authors have created a collection of cases using data sets that present real and hypothetical scenarios for students to work through. Media Analytics introduces the key principles of media economics and management. It outlines how to interpret and present results, the principles of data visualization and storytelling and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this book takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant. Aimed at upper-level students in the fast-growing area of media analytics in a cross-platform world, students using this text will learn how to find the stories in the data and to present those stories in an engaging way to others. Instructor and Student Resources include an Instructor's Manual, discussion questions, short exercises and links to additional resources. They are available online at www.routledge.com/cw/hollifield"--