CHAPTER 7. Media, Advertisers, and Advertising

Chapters in this book

1. Frontmatter i
2. CONTENTS v
3. PREFACE vii
4. CHAPTER 1. Media Firms as Economic and Business Entities 1
5. CHAPTER 2. Business Models, Workflows, and Value Chains in Media Firms 25
6. CHAPTER 3. Distribution and Retail Sales of Media 59
7. CHAPTER 4. Economic Forces Affecting Media 72
8. CHAPTER 5. The Influence of the General Economy on Media 101
9. CHAPTER 6. Audiences and Consumers 120
10. CHAPTER 7. Media, Advertisers, and Advertising 139
11. CHAPTER 8. Competition in Media Markets 155
12. CHAPTER 9. Concepts in Media Financing and Financial Management 170
13. CHAPTER 10. Capital Markets and Media Firms 185
14. CHAPTER 11. The Development of Large Media Companies 200
15. CHAPTER 12. Trade and Globalization in Media Products and Services 220
16. CHAPTER 13. Indicators of Financial and Economic Health of Media Firms 235
17. GLOSSARY 253
18. INDEX 265