By Christ Spurgeon
This accomplished advent explores the evolving dating among new media, advertisements and new media shoppers. Tracing the shift from 'mass' to 'my' media, ads and New Media seriously evaluates the social and cultural implications of elevated interactivity and purchaser creativity for the way forward for ads, with examples drawn from the united states, the united kingdom, Europe, Australia and the peoples Republic of China.Features comprise: overview of consumer-generated advertisements, together with the Coke Mentos phenomenon, and comparative research of the Dove ‘Real attractiveness’ and Axe/Lynx ‘Effect’ campaigns interviews with practitioners, delivering first-hand insights at the impression of latest media on advertisements.
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Extra info for Advertising and New Media
Example text
0 media and e-commerce firms from industrial mass and niche media and markets. In mass media markets, a comparatively small number of media outlets have a mass consumer base. The demand curve for these media is small but steep. This, it turns out, continues to be the case for digital networked media. The important difference is, however, that many more Web-based media can be viably produced for much smaller audiences. The economics of new networked media support a demand curve that has both a steep head and a long shallow tail of demand.
Since going live in 2000, Habbo Hotel visitors have created over 30 million avatars, known as ‘Habbos’. Habbo Hotel does not rely on standard advertising methods to grow its user base. Instead, it has adapted the referral model to its new media environment. It promotes a recruitment incentive scheme to existing members, and relies on the viral spread of news about Habbo to drive new memberships. Existing Habbo members are rewarded with Habbo credits for each new Habbo member they recruit. 7 million unique visitors to the 16 Habbo Hotels located on different national internet domains.
Similarly, the creative advertisement is not a stable category. Trends in branded content have seen it break free of the confines of the 30-second broadcast spot or the print media display ad. It includes product placement, programme production, advergaming, brand communities, entertainment, cool hunting and more. Adam Arvidsson argues that many of these techniques aim to commodify ‘the autonomous productivity of consumers as it unfolds naturally’ in the social environment (Arvidsson 2006: 15).