Advertising and New Media

Advertising and New Media
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By:"Christina Spurgeon"
"Language Arts & Disciplines"
Published on 2007-10-31 by Routledge

It estimated this \u003cb\u003emedia\u003c/b\u003e exposure was worth US$10 million, equivalent to more \u003cbr\u003e\nthan half its annual \u003cb\u003eadvertising\u003c/b\u003e budget for the US market (Vranica and Terhune \u003cbr\u003e\n2006), and took immediate steps to build on this publicity opportunity by \u003cbr\u003e\npartnering ...

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This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China. Features include: evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe/Lynx ‘Effect’ campaigns interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.

This Book was ranked 30 by Google Books for keyword advertising media.

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