Like? Advertising practitioners views of social media as an advertising research tool
Kerr, Gayle & Dickinson, Sonia (2011) Like? Advertising practitioners views of social media as an advertising research tool. In Australia and New Zealand Marketing Academy Conference. (Unpublished)
Given that both academics and marketers are dissatisfied with the current state of advertising research (Kerr and Schultz, 2010; Neff, 2011), the objective of this exploratory paper is to determine the position of world-leading advertising professionals on the use of social media to test, track and evaluate campaigns. Using Delphi methodology, an international panel of Cannes Gold Lion winners acknowledged that social media research has both strengths and weaknesses, the same as any research. Its strengths are its intimacy and spontaneity, bringing the brand and consumer closer. The real risk is the loss of control in this research environment.
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|Item Type:||Conference Paper|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2011 please consult the authors|
|Deposited On:||16 May 2013 04:27|
|Last Modified:||16 May 2013 05:06|
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