By Christ Spurgeon

ISBN-10: 0203935527

ISBN-13: 9780203935521

ISBN-10: 0415430348

ISBN-13: 9780415430340

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

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Extra resources for Advertising and New Media

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The relatively short-lived private networks of CompuServe, Prodigy and AOL also From the ‘Long Tail’ to ‘Madison and Vine’ 35 allowed, and in some cases encouraged, the posting of classifieds. In the mid1990s, computer software giants such as Microsoft and internet start-ups established Web-based services that systematically targeted the three major classified advertising categories of employment, automobiles and real estate. Online recruitment services provided by agencies such as Seek, CareerBuilder and Monster, are attractive both to job seekers and human resource managers because of the enhancements they provide, including CV and searching services.

Affiliates earn income for this advertising and can exercise control over the process. For example, they can specify minimum rates and intervene at various points to address the sometimes surprising consequences of contextual advertising (for example, to relocate the Samsonite luggage ad that was served adjacent to a story about body parts being found in a suitcase). While contextual search was another of Google’s important contributions to search-based advertising, the affiliated sales network has proven problematic, allowing click-fraud perpetrators to find their way into the Google network.

Acting on the advice of its advertising agency, and drawing on its earlier experience with product placement in James Bond movies, BMW Films was established to make and distribute a series of ads for BMW that took the form of short films. Internationally acclaimed creative teams were put together with some of Hollywood’s best producers, directors and actors. Creative control was passed over to the production team and the internet was used as the main medium of distribution. 1 With an estimated budget of $US15 million, BMW Films successfully brought BMW into direct contact with a highly desirable demographic of affluent, young, new media users, not easily reached by conventional advertising means.

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Advertising and New Media by Christ Spurgeon

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