Regulating integrated advertising

Spurgeon, Christina (2013) Regulating integrated advertising. In McAllister, Matthew P & West, Emily (Eds.) The Routledge Companion to Advertising and Promotional Culture. Routledge (Taylor & Francis Group), New York, pp. 71-82.

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Abstract

This chapter approaches integrated advertising as a practice that is continuous with advertising history, rather than a phenomenon associated with new technologies. Competition for technology-enabled audiences in expanding media and entertainment markets is nonetheless an important factor in the turn to integrated advertising and marketing strategies in recent years. While integrated advertising provides solutions for advertisers, it is problematic for media consumers because it is not always distinguishable from surrounding program content and clearly identifiable as advertising. It creates opportunities for advertisers to fly below the radar of citizen and consumer awareness of commercial and political influences in media content, and for this reason has been constrained by regulation. Media regulators have come to play an important role in striking a balance between public and private interests in commercial media by setting and adjudicating the limits of integrated advertising practices. This chapter looks at how broadcasting regulators have responded to the challenges of regulating integrated advertising in commercial radio in three different territories (United States, United Kingdom and Australia). It draws attention to the ways in which integrated advertising simultaneously drives innovation in media genres and forms, as well as de-regulation of the influence exercised by advertisers in commercial media content.

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ID Code: 66796
Item Type: Book Chapter
Keywords: Advertising, Advertising History, Commercial Radio, Media Consumption, Media Regulation
ISBN: 9780415888011
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > CULTURAL STUDIES (200200) > Consumption and Everyday Life (200203)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
Copyright Owner: Copyright 2013 Routledge (Taylor & Francis Group)
Deposited On: 31 Jan 2014 00:06
Last Modified: 05 Dec 2015 15:13

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