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Testing advertising via new media : an exploratory study of advertising practitioner attitudes

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.

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Abstract

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.

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ID Code: 30981
Item Type: Conference Paper
Additional URLs:
Keywords: Advertising, Testing, New Media
ISBN: 9781741072754
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 > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 the authors.
Copyright Statement: 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.
Deposited On: 17 Feb 2010 11:19
Last Modified: 11 Aug 2011 04:09

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