Advertising agency empowerment and the advertising self regulation process
Dickinson, Sonia, Waller, David, Mortimer, Kathy, & Kerr, Gayle F. (2008) Advertising agency empowerment and the advertising self regulation process. In ANZMAC 2008, 1-3 December 2008, University of Western Sydney, Sydney.
This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. The research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a man by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates and opportunity for engagement however feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered. Decision making about controversial appears to be bounded more by client responses and product category that is does new media engagement and feedback from the general public or personal ethics.
Impact and interest:
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Keywords:||Advertising, Self Regulation, Advertising Agencies, Online Empowerment|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2008 [please consult the authors]|
|Deposited On:||03 Jun 2009 13:21|
|Last Modified:||29 Feb 2012 23:51|
Repository Staff Only: item control page