Christina Spurgeon
Advertising and New Media
Paperback Engels 2007 9780415430357Levertijd ± 11 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9780415430357
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:144
Uitgever:Taylor & Francis Ltd
Hoofdrubriek:Mens en maatschappij, Marketing, Reclame en verkoop
Lezersrecensies
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Inhoudsopgave
1. Advertising and the New Media of Mass Conversation 2. From the ‘Long Tail’ to ‘Madison and Vine’: Trends in Advertising and New Media 3. Integrating Interactivity: Globalization and the Gendering of Creative Advertising 4. Mobilizing the Local: Advertising and Cell Phone Industries in China 5. From Conversation to Registration: Regulating Advertising and New Media 6. The Future of Advertising-Funded Media
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan