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

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dc.contributor.author Dickinson, Sonia en_US
dc.contributor.author Waller, David en_US
dc.contributor.author Kerr, Gayle en_US
dc.contributor.author Mortimer, Kathy en_US
dc.contributor.editor Spanjaard, D; Denize, S; Sharma, N en_US
dc.date.accessioned 2010-05-28T10:04:17Z
dc.date.available 2010-05-28T10:04:17Z
dc.date.issued 2008 en_US
dc.identifier 2008001121 en_US
dc.identifier.citation Dickinson Sonia et al. 2008, 'Advertising agency engagement and regulatory empowerment in the world of new media', ANZMAC, Sydney, pp. 1-48. en_US
dc.identifier.issn 1863081445 en_US
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. en_US
dc.language en_US
dc.publisher ANZMAC en_US
dc.relation.isbasedon en_US
dc.title Advertising agency engagement and regulatory empowerment in the world of new media en_US
dc.parent Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Sydney en_US
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.for 150503 en_US
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.location.activity Sydney en_US
dc.description.keywords en_US


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