Limit this search to....

Advertising and New Media
Contributor(s): Spurgeon, Christina (Author)
ISBN: 0415430356     ISBN-13: 9780415430357
Publisher: Routledge
OUR PRICE:   $47.45  
Product Type: Paperback - Other Formats
Published: November 2007
Qty:
Additional Information
BISAC Categories:
- Business & Economics | Advertising & Promotion
- Education | Teaching Methods & Materials - Arts & Humanities
- Language Arts & Disciplines | Journalism
Dewey: 659.134
LCCN: 2007020168
Physical Information: 0.31" H x 6.14" W x 9.21" (0.47 lbs) 144 pages
 
Descriptions, Reviews, Etc.
Publisher Description:

This comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, Advertising and New Media critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.

Features include:

  • evaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove 'Real Beauty' and Axe/Lynx 'Effect' campaigns

  • interviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.