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By Christ Spurgeon

This accomplished creation explores the evolving courting among new media, ads and new media shoppers. Tracing the shift from 'mass' to 'my' media, ads and New Media significantly evaluates the social and cultural implications of elevated interactivity and purchaser creativity for the way forward for ads, with examples drawn from america, the united kingdom, Europe, Australia and the peoples Republic of China.Features contain: overview of consumer-generated ads, together with the Coke Mentos phenomenon, and comparative research of the Dove ‘Real good looks’ and Axe/Lynx ‘Effect’ campaigns interviews with practitioners, delivering first-hand insights at the influence of latest media on advertisements.

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The video clip, produced in 2000 for the title single from Sting’s album, Desert Rose, featured the pop star being chauffeured through the desert in an S-Type Jaguar. On previewing the clip, Sting’s manager realized that they had unintentionally produced an ad for Jaguar. 9 million when Jaguar agreed, through its New York advertising agency Ogilvy & Mather, to use the video clip as the basis of a global campaign that included a major TV advertising commitment. The reported results of this partnership were extraordinary (Donaton 2004: 142).

The potential for major search media and national advertisers to influence the dimensions of the Long Tail is significant. In 2004 the top ten search media companies accounted for 74 per cent of online advertising expenditures in the USA (PWC 2005: 7). In the same year, national advertisers were reported to be the largest online advertisers, accounting for 94 per cent of online advertising expenditure, compared to only 6 per cent for local advertisers (PWC 2005: 11). While the rhetoric of new media suggests that all citizen consumers are now also advertisers, the emerging reality looks somewhat different.

While consumers may use search engines for a variety of purposes, they tend to use only a very small number of search engines. Advertisers, on the other hand, use search advertising to drive traffic and transactions. Sensis wants to be the search engine Australians use when they want to make a transaction, rather than the search engine they use for other types of searches. To this end, Sensis has been acquiring media properties that help to build its location-based, ecommerce and m-commerce potential.

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