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

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dc.contributor.author Kerr, G
dc.contributor.author Dickinson, S
dc.contributor.author Waller, DS
dc.contributor.author Mortimer, K
dc.contributor.editor Flew, T
dc.date.accessioned 2010-05-28T10:05:33Z
dc.date.issued 2009-01
dc.identifier.citation Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communication Association Conference, 2009, pp. 91 - 98
dc.identifier.isbn 978-1-74107-275-4
dc.identifier.other E1 en_US
dc.identifier.uri http://hdl.handle.net/10453/11533
dc.description.abstract 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.
dc.publisher Australian and New Zealand Communication Association
dc.title Testing advertising via new media: An exploratory study of advertising practitioner attitudes
dc.type Conference Proceeding
dc.parent Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communication Association Conference
dc.journal.number en_US
dc.publocation ANZCA Website en_US
dc.identifier.startpage 91 en_US
dc.identifier.endpage 98 en_US
dc.cauo.name BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.conference Australian New Zealand Communications Association Annual Conference
dc.for 200102 Communication Technology and Digital Media Studies
dc.personcode 010525
dc.percentage 100 en_US
dc.classification.name Communication Technology and Digital Media Studies en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom Australian New Zealand Communications Association Annual Conference en_US
dc.date.activity 20090708 en_US
dc.date.activity 2009-07-08
dc.location.activity Brisbane, Australia en_US
dc.description.keywords NA 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
utslib.copyright.status Open Access
utslib.copyright.date 2015-04-15 12:23:47.074767+10
utslib.collection.history General (ID: 2)
utslib.collection.history School of Marketing (ID: 330)


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