Advertising agency engagement and regulatory empowerment in the world of new media

Dickinson, S; Waller, DS; Kerr, G; Mortimer, K

Advertising agency engagement and regulatory empowerment in the world of new media

Dickinson, S Waller, DS

Kerr, G Mortimer, K

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 48
Issue Date:: 2008-01

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Field	Value	Language
dc.contributor.author	Dickinson, S	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.contributor.author	Kerr, G	en_US
dc.contributor.author	Mortimer, K	en_US
dc.contributor.editor	Spanjaard, D	en_US
dc.contributor.editor	Denize, S	en_US
dc.contributor.editor	Sharma, N	en_US
dc.date	2008-12-01	en_US
dc.date.issued	2008-01	en_US
dc.identifier.citation	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 48	en_US
dc.identifier.isbn	1863081445	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11397
dc.description.abstract	This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a ban by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates an opportunity for engagement, however, feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Advertising agency engagement and regulatory empowerment in the world of new media	en_US
dc.type	Conference Proceeding
utslib.location	Sydney	en_US
utslib.location.activity	Sydney	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
dc.location.activity	Sydney	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Sydney	en_US
pubs.start-date	2008-12-01	en_US

Abstract:

This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a ban by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates an opportunity for engagement, however, feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/11397