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

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dc.contributor.author Kerr, Gayle en_US
dc.contributor.author Dickinson, Sonia en_US
dc.contributor.author Waller, David en_US
dc.contributor.author Mortimer, Kathy en_US
dc.contributor.editor Flew, T en_US
dc.date.accessioned 2010-05-28T10:05:33Z
dc.date.available 2010-05-28T10:05:33Z
dc.date.issued 2009 en_US
dc.identifier 2008007158 en_US
dc.identifier.citation Kerr Gayle et al. 2009, 'Testing advertising via new media: An exploratory study of advertising practitioner attitudes', Australian and New Zealand Communication Association, ANZCA Website, pp. 91-98. en_US
dc.identifier.issn 978-1-74107-275-4 en_US
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. en_US
dc.language English en_US
dc.publisher Australian and New Zealand Communication Association en_US
dc.relation.isbasedon http://anzca09.org en_US
dc.title Testing advertising via new media: An exploratory study of advertising practitioner attitudes en_US
dc.parent Communication, Creativity and Global Citizenship: Refereed Proceedings of the Australian and New Zealand Communication Association Conference en_US
dc.journal.volume en_US
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.for 200102 en_US
dc.personcode 0000047534 en_US
dc.personcode 0000047535 en_US
dc.personcode 010525 en_US
dc.personcode 0000047536 en_US
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.location.activity Brisbane, Australia en_US
dc.description.keywords NA en_US

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