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While traditional advertising is still the main driver of product sales, blogging and other new media are fast becoming predictors of market outcomes. In a new study, "Marketing Activity, Blogging, and Sales," the author's of the Ross School of Business looked at the interaction of mainstream television advertising, consumer-generated media such as blogs, and the sales of new products. They found that while advertisers may have no direct control over the content of blogs, advertising can affect blogging indirectly by providing new content for bloggers - and, therefore, increasing an advertiser's bottom line.
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