chapter  8
14 Pages

ADVERTISING AND INTERNET USAGE: A PERSPECTIVE FROM TIME AND MEDIA PLANNING

WithFrancisco Javier Pérez-Latre

In 1995, what appeared to be an urgent integration of cable television, computing and telephone technologies seemed to be able to completely modify the media landscape (Pérez-Latre, 1995). The announced-and even hypedconvergence, technically feasible, has not been possible yet from a commercial point of view. The most relevant development has taken place on the Internet, especially the World Wide Web and e-mail.