Abstract :
Summary form only given, as follows. The media landscape is vastly different today than it was just a few years ago. The Internet, wireless, entertainment marketing, and product placements are just a few of the many new media being used to more effectively communicate with audiences. The use of traditional media is declining due to changes in buying behavior, the fragmentation of audiences, shifting media patterns and the emergence of new technologies such as TiVo, iPods, and satellite radio. Marketers are finding that the best way to send the right message to the right person at the right time has become more challenging than ever and they must rethink their media strategies, adopting numerous nontraditional media. This session will examine the trends and changes in the media environment and offer insights into how marketers must respond to them. The focus will be on new technologies and their impact on marketing communications strategies. Because of the rapidly changing technological environment, marketers have been forced to change their media strategies.
