The reciprocal development of the key factors in the media and communication market:
- The atomisation of the media,
- The development of new communication technologies and
- The change in media behaviour on the part of the customers
has not yet been completed. Advertising companies are under immense pressure to get their marketing mix right, i.e. effective. In regard to changes in the media and communication market we can see new media pushing out the classical ones, whereby the classical media have not been completely replaced. At present, for example, classical printing media enjoy a higher credibility than electronic media.
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- Lenz Raimund (Author), 2007, Consumers - in a state of sensory overload, Munich, GRIN Verlag, https://www.grin.com/document/112216
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