The way consumers now approach the process of making purchase decisions means that marketing's impact stems from a broad range of factors beyond conventional paid media.

消费者现在做出购买决定的方式意味着市场营销的影响来源于传统付费媒体之外的一系列因素。

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But Jobs is also the bogeyman that has forced fearful media bosses to change their approach to Webified TV.

但是乔布斯还是个迫使忧心忡忡的媒体老板转向网络化电视的可怕的妖怪。

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As we transform our overall media approach, one key piece of our vision is: how do you make media as creative as the creative is?

FORBES: Rethinking Super Bowl Advertising: It's About Not Just the Creative but How Creatively You Use It

Outlining plans for a new Communications Bill, Mr Hunt said a cross-media approach to regulation was vital, as broadcasters, newspapers and internet companies developed new products for smartphones, tablet computers, and web TV.

BBC: RTS: Jeremy Hunt sets out cross-media regulation plans

Microsoft had great success with an evolving media approach to its console business with the Xbox 360 -- apps and original content are in, with Mediaroom and Media Center pushed to the side -- and even if these rumors are true, we wouldn't be surprised if what exists in a few years ends up changing just as much.

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