Spurgeon, Christ

Advertising and New Media

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ISBN 13:
9780415430357
author:
Spurgeon, Christ
format:
Paperback
publisher:
Routledge
language:
English
Publication Year:
2007
Pages:
135
Dimensions:
156 mm X 234 mm
Genre:
Interdisciplinary studies
Condition:
New
Availability:
Item usually sent within 10 working days
£43.51

Description

Advertising and New Media explores the evolving relationship between new media, advertising and consumers. It examines how increased interactivity and consumer creativity are changing the future of advertising.

The book looks at examples from around the world, including the USA, Europe, Australia and China, to evaluate the impact of new media on advertising. It also considers consumer-generated advertising, such as the Coke Mentos phenomenon, and compares two successful campaigns: Dove's 'Real Beauty' and Axe/Lynx's 'Effect'.

Industry practitioners share their insights into how new media is affecting advertising, providing valuable perspectives for anyone interested in this rapidly changing field.

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