Assignment Task
Changing media environment case study
The media environment is much more complex today than it was just 10 years ago, as the Internet and other technologies have dramatically changed the manner and form in which most consumers in the Asia-Pacific region consume media. Consumers now have the ability to control what, when and how they access media, and new devices such as tablets and mobile phones, give consumers the ability to be connected wherever and whenever they want. Consumers can avoid product advertisements through on-demand services, but they can also seek out tremendous amounts of product information online, from both commercial sources and social media sources. Consumers can even purchase online and avoid ever going into a physical store. Or they can go in-store and use a mobile app to assist their decision making. These changing technologies and media habits will provide both opportunities and threats for marketers to determine the most effective way to reach their target audiences.
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