| Document Type
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BL
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| Record Number
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993880
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| Doc. No
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b748250
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| Main Entry
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Napoli, Philip M.
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| Title & Author
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Audience economics : : media institutions and the audience marketplace /\ Philip M. Napoli.
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| Publication Statement
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New York :: Columbia University Press,, ©2003.
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| Page. NO
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1 online resource (x, 235 pages)
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| ISBN
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0231501188
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: 9780231501187
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0231126522
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0231126530
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9780231126526
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9780231126533
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| Bibliographies/Indexes
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Includes bibliographical references (pages 199-227) and index.
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| Contents
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Acknowledgments; introduction; chapter 1. the audience marketplace; chapter 2. the predicted audience-measured audience relationship; chapter 3. the measured audience-actual audience relationship; chapter 4. audience valuation; chapter 5. new technologies and the audience product; chapter 6. the future of the audience marketplace; notes; references; index.
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| Abstract
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Focusing on the electronic media -- television, radio, and the Internet -- Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions:? How are audiences manufactured, valued, and sold?? How do advertisers and media firms predict the behavior of audiences?? How has the process of measuring audiences evolved over time?? How and.
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| Subject
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Television advertising-- United States.
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| Subject
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Television advertising.
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Subject
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SOCIAL SCIENCE-- Media Studies.
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| Subject
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Television advertising.
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| Subject
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Reclame.
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| Subject
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Televisie.
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| Subject
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United States.
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| Dewey Classification
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659.14/3
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| LC Classification
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HF6146.T42N364 2003eb
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| NLM classification
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85.40bcl
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85.40.bcl
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