Dialogue instead of a monologue : advertisers' expectations towards the media

Dialogue instead of a monologue advertisers' expectations towards the media

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Stakeholders’ expectations can define the future of the media. Due to advertising revenues, producing audiences desirable for advertisers has been considered as a central function of media. Furthermore, it has been claimed that mass media today would not exist without advertisers. If media organizat...

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Bibliographic Details
Main Author: Tolvanen, Kristiina
Other Authors: Humanistinen tiedekunta, Faculty of Humanities, Viestintätieteiden laitos, Department of Communication, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2011
Subjects:
expectations
public relations
advertising
Yhteisöviestintä
Organizational Communication
3131
odotukset
suhdetoiminta
mainonta
media
sosiaalinen media
Online Access: https://jyx.jyu.fi/handle/123456789/36916

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