On Line Media Market and New Advertising Agencies: Analysis of an Italian Case
Simone Guercini
University of Florence, Florence, Italy.
DOI: 10.4236/jssm.2009.22015   PDF    HTML     5,937 Downloads   11,045 Views  


This article focuses on the profile of agencies which offer communication services through new media related to the information role of the major search engines systems (like Google, Yahoo and others). In particular, attention is paid to firms operating in that context which are taking an innovative profile when compared to communication agencies linked to traditional media. The article develops the following steps: in a first part the characteristics are taken into consideration through inno-vative communication systems search engines in relation to market trends and the latest configuration of actors linked to them; a second step considers the case of an Italian company acting as an agency in the so-called "online media market", highlighting the type of skills and relationships developed through this; finally in a third part some thoughts on the characteristics of the new communication agencies are proposed in comparison with those of the traditional ad-vertising agencies operating with the help of the more traditional mass media. At the conclusion of the article some implications of the analysis are developed and evaluations are made about the development of new business communication services object of our analysis.

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Guercini, S. (2009) On Line Media Market and New Advertising Agencies: Analysis of an Italian Case. Journal of Service Science and Management, 2, 117-128. doi: 10.4236/jssm.2009.22015.

Conflicts of Interest

The authors declare no conflicts of interest.


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