Contents: Preface. 1. Advertising and the media. 2. The impact of intermedia and newspaper competition on advertising. 3. Effects of online advertising on readers perceptions. 4. Audience valuation and minority media. 5. Trust in different advertising media. 6. Increasing advertising effectiveness. 7. Journalistic responsibility and political advertising. 8. Empirical analysis of advertising. 9. Demand side view of media substitutability. 10. Advertisers' media selection in small newspaper markets. 11. Emergence of "New" media moves. 12. Undesired advertising effects. 13. Analysis of political advertising across media. 14. Web advertising: print vs. online media. 15. Cable advertising and the future. 16. Analysis of prime-time advertising. 17. Various forms of political advertising. 18. Impact of television advertising. Bibliography. Index.
"Advertising media refers to media outlets whose output is not funded or subsidized by the sale of advertising space. It includes in its scope mass media entities such as websites, television and radio networks, and magazines. The public broadcasters of number of countries air without commercials. Perhaps the best known example of this is the United Kingdom's public broadcaster, the BBC, whose domestic networks do not carry commercials. Instead, the BBC, in common with most other public broadcasters in Europe, is funded by a television license fee levied on the owners of all television sets."