Advertising and New Media by Christ Spurgeon

By Christ Spurgeon

This complete creation explores the evolving dating among new media, ads and new media shoppers. Tracing the shift from 'mass' to 'my' media, ads and New Media significantly evaluates the social and cultural implications of elevated interactivity and buyer creativity for the way forward for advertisements, with examples drawn from the united states, the united kingdom, Europe, Australia and the peoples Republic of China.Features contain: evaluate 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 effect of recent media on ads.

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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). It is these growth rates that boost the value of new media properties, and which make ‘old’ media proprietors nervous. , Google and Sensis. Yahoo! and Google are highly recognizable global search media brands. Sensis, on the other hand, is a national Australian brand owned by the dominant Australian telecommunications carrier. The contrasts between the business strategies of these global and national search media point to the variety of institutional and organizational cultures that vie for influence in the new search media: from the sensibilities of Hollywood to the techno-meritocratic, hacker cultures of the internet (Castells 2002) to telecommunications goliaths.

This tension is illustrated by the fact that BMW Films’ entry in the film section of the Cannes international advertising festival was refused, while the series has since been included in the permanent collection of New York’s Museum of Modern Art (Donaton 2004: 103–4). Branded entertainment perpetuates the blurring of the distinction between commerce and art, and popular culture and public culture. Branded entertainment also contributes to the movement of advertisers and associated revenues away from main media.

These developments also reflect the impact of globalization on media consumption preferences, which favour more ‘glocal’ patterns of identification (Robertson 1994). Other, newer, online publishers also share in the twin benefits that search media have facilitated: becoming more discoverable and having access to growing online advertising revenue streams. It is useful to return to the Google example to illustrate how this occurs. Google offers two main advertising services. AdWords is a keyword auctioning service that provides a range of advertising management tools, including performance monitoring and reporting.

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