New PDF release: Advertising and New Media

By Christ Spurgeon

ISBN-10: 0203935527

ISBN-13: 9780203935521

ISBN-10: 0415430348

ISBN-13: 9780415430340

This entire creation explores the evolving courting among new media, advertisements and new media shoppers. Tracing the shift from 'mass' to 'my' media, advertisements and New Media significantly evaluates the social and cultural implications of elevated interactivity and customer creativity for the way forward for advertisements, with examples drawn from the us, the united kingdom, Europe, Australia and the peoples Republic of China.Features contain: overview of consumer-generated ads, together with the Coke Mentos phenomenon, and comparative research of the Dove ‘Real good looks’ and Axe/Lynx ‘Effect’ campaigns interviews with practitioners, offering first-hand insights at the impression of latest media on advertisements.

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Extra resources for Advertising and New Media

Sample text

In 2005 online advertising’s share of total advertising expenditure in the USA was just under 5 per cent (PWC 2006). In the UK it reached 10 per cent in 2006 (IAB UK 2006). While this may seem small relative to the accompanying new media industry hype, the rates of growth for online advertising’s share of total expenditures are extremely high. In the USA, online advertising grew by 33 per cent between 2004 and 2005. In the same period it grew by 40 per cent in the UK, and 60 per cent in Australia (ABVS 2005).

A number of these applications enable consumers to remove advertisements in their entirety in the process of discovering and time-shifting television programmes. These developments present major challenges for advertisers. They are similarly problematic for media, which need to convince advertisers that they can deliver the desired audiences. They also come quickly on the heels of other important changes set in train from the 1980s, which From the ‘Long Tail’ to ‘Madison and Vine’ 39 saw mass media audiences begin to fragment.

For example, the global auction house eBay has not been discussed, even though a form of enhanced, search-based classified advertising lies at the heart 44 From the ‘Long Tail’ to ‘Madison and Vine’ of its business. This is because eBay principally generates its earnings from the percentage share on sales, which also has major consequences for the juridical context and orientation of the business. While the operational distinction made here between commercial online media and e-commerce services helps to make the scope of this investigation manageable, it is also highly porous.

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Advertising and New Media by Christ Spurgeon


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