A master programme thesis from Aalborg University
IM_thesis_Katja Mariella Saupe: Advertising Marketing within the Medium of Magazines – Changing Advertising Marketing due to a Digitalized Society
Author(s)
Term
4. term
Publication year
2021
Submitted on
2021-05-31
Pages
98 pages
Abstract
Society today is undergoing a transformation. Digital media use is increasing while the use of traditional print media is decreasing. Publishing houses are also experiencing this change. Demand for online media is increasing while the demand for print media is decreasing. This evolution is reflected in the advertising sales of the publishing houses' media. As advertising marketing proves to be one of publishers' main forms of financing, publishers are faced with the challenge to cope with this trend in the future. This thesis will examine the recent trend in advertising marketing among publishers and will explore ways in which publishers can combine the use of both forms of media as a marketing tool in the future. Two content analyses are carried out using a study of changes in magazine advertisements as well as an expert interview. The objective of this thesis is the further development of a model derived from the literature. Keywords: Ad marketing, Advertisement Circulation Spiral, publishing houses, print media, online media
Keywords
Documents
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