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

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dc.contributor.author Dickinson, S
dc.contributor.author Waller, DS
dc.contributor.author Kerr, G
dc.contributor.author Mortimer, K
dc.contributor.editor Spanjaard, D
dc.contributor.editor Denize, S
dc.contributor.editor Sharma, N
dc.date.accessioned 2010-05-28T10:04:17Z
dc.date.issued 2008-01
dc.identifier.citation Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 48
dc.identifier.isbn 1863081445
dc.identifier.other E1 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.
dc.publisher ANZMAC
dc.title Advertising agency engagement and regulatory empowerment in the world of new media
dc.type Conference Proceeding
dc.parent Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat
dc.journal.number en_US
dc.publocation Sydney en_US
dc.publocation Sydney
dc.identifier.startpage 1 en_US
dc.identifier.endpage 48 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.conference Australian and New Zealand Marketing Academy Conference
dc.for 150502 Marketing Communications
dc.for 150503 Marketing Management (Incl. Strategy and Customer Relations)
dc.personcode 0000047535 en_US
dc.personcode 010525 en_US
dc.personcode 0000047534 en_US
dc.personcode 0000047536 en_US
dc.percentage 50 en_US
dc.classification.name Marketing Management (incl. Strategy and Customer Relations) en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom Australian and New Zealand Marketing Academy Conference en_US
dc.date.activity 20081201 en_US
dc.date.activity 2008-12-01
dc.location.activity Sydney en_US
dc.location.activity Sydney
dc.description.keywords en_US
pubs.embargo.period Not known
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/School of Marketing


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