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  • Typical SIMM behaviour: one media channel is no longer enough
    Creative Commons, KevinH (2009) ©

Addressing contemporary media use

Christy Dena evaluates the importance of advertising campaigns that recognise contemporary media use behaviours.

Location North America / Oceania

For many years people have been lamenting so-called fragmented audiences, brought about by an increase of media choice. The argument - the fear - that has joined in this chorus is that an increase of media choice means cannibalization of media. If people have more media to choose from, they will inevitably use less of all. They will watch TV less and so on. While there are certainly new media that people use, and traditional media people use to varying degrees, it is false to assume that one media will entirely supersede the other. Indeed, recent studies ...