@article{oai:bunkyo.repo.nii.ac.jp:00003515,
 author = {櫻井, 光行},
 journal = {情報研究, Information and Communication Studies},
 month = {2013-01-01, 2013-03-08},
 note = {The media in the marketing communication can be classified into four types (paid, owned, sold, and earned) by two axes (a sender of the product information and the owner of the media). The biggest impact that the Internet has brought in marketing communication is that it has been able to lead consumers to a company homepage (owned media) and to provide detailed product information directly, if once the company enhances consumer’s involvement through Web advertising (paid media) or social media (earned media) and so on. Although owned media such as catalogue or company’s own store has existed before the Internet appeared, there was a limit to access. To enhance consumer’s involvement through marketing communication, it is an effective way to shift the value of the product to social value (e.g. marketing PR), or to make the product information into the contents that people may be involved with (e.g. viral videos).},
 pages = {23--36},
 title = {インターネット時代のマーケティング・コミュニケーションの類型},
 volume = {48},
 year = {}
}