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Advertising and New Media

Spurgeon, Christina L. (2008) Advertising and New Media. Routledge, New York, NY.

Abstract

This clear and comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' media 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 an international focus, this book includes: case studies and examples of advertising campaigns and media that illustrate the impact of new media consumers on advertising practices tables and figures that support differentiated analyses of the impact of changing media consumption patterns on mass media quotes from interviews with industry practitioners that provide first hand insights on the impact of new media on advertising. Examples are drawn from the USA, the UK, Europe, China and Australia to provide a thorough and well-balanced assessment and the implications of these trends for the future of advertising.

Impact and interest:

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ID Code: 15124
Item Type: Book
Additional Information: For more information about this book please refer to the publisher's website (see link) or contact the author.
Additional URLs:
Keywords: advertising, new media, mobile media, commercial media, mass conversation, search media, creative advertising, communication theory, interactivity
ISBN: 9780415430340
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2008 Routledge
Deposited On: 13 Oct 2008
Last Modified: 29 Feb 2012 23:45

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