Testing advertising via new media: An exploratory study of advertising practitioner attitudes

Publisher:
Australian and New Zealand Communication Association
Publication Type:
Conference Proceeding
Citation:
Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communication Association Conference, 2009, pp. 91 - 98
Issue Date:
2009-01
Full metadata record
New media, as a free and universal communication tool, has had an impact on the power of the general public to comment on a variety of issues. As the public can comment favourably or unfavourably on advertisements, such as on Youtube, the advertising industry must start using weblogs to research reaction to their advertising campaigns. This exploratory study examines the responses of some advertising industry practitioners, both advertisers and agencies, on the impact of new media, specifically weblogs, and the use of new media as a source of research on advertising campaigns.
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