Testing advertising via new media : an exploratory study of advertising practitioner attitudes
| Contribuinte(s) |
Flew, Terry |
|---|---|
| Data(s) |
2009
|
| Resumo |
New media, as a free and universal communication tool, has had an impact on the power of the general public to comment on a variety of issues. As the public can comment favourably or unfavourably on advertisements, such as on Youtube, the advertising industry must start using weblogs to research reaction to their advertising campaigns. This exploratory study examines the responses of some advertising industry practitioners, both advertisers and agencies, on the impact of new media, specifically weblogs, and the use of new media as a source of research on advertising campaigns. |
| Formato |
application/pdf |
| Identificador | |
| Relação |
http://eprints.qut.edu.au/30981/1/c30981.pdf http://www.cpe.qut.edu.au/conferences/2009/anzca/proceedings/contents.htm Kerr, Gayle F., Dickinson, Sonia, Waller, David, & Mortimer, Kathy (2009) Testing advertising via new media : an exploratory study of advertising practitioner attitudes. In Flew, Terry (Ed.) Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communication Association Conference 2009, Queensland University of Technology, Kelvin Grove, Queensland. |
| Direitos |
Copyright 2009 the authors. This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australian License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. |
| Fonte |
QUT Business School; Creative Industries Faculty; School of Advertising, Marketing & Public Relations |
| Palavras-Chave | #150502 Marketing Communications #Advertising #Testing #New Media |
| Tipo |
Conference Paper |
