Binding: Paperback
Description: 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 US a 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.
Title: Advertising And New Media
Author(s): Spurgeon Christina
Publisher: Taylor & Francis Ltd
Barcode: 9780415430357
Pages: 144 Pages, 3 Tables, Black And White
Publication Date: 11/1/2007
Category: Advertising Industry