Advertising: Images, Industry and Audience Advertising and New Media

1
Advertising Images, Industry and
Audience(Advertising and New Media)

• David Sweet
• Magill Campus May 2009

2
How it Has Influenced Advertising

• Digital Photography
• The Online Environment
• Ebay
• Finance
• Digital Tv
• The Switch-over
• The digital image and advertising
• New Media News
• Digital duplication

3
How it Has Influenced Advertising

• Media
• Mobility
• Digital Imaging
• Gaming
• Mobile Tv
• Outdoor Tv
• The Audience

Washington Post
4
Forms of Media

• Digitisation is the driving force
• Use of Wikipedia (as a secondary sources)
• Language is Changing
• The Phone (fixed line and Mobile)
• The Computer and the Internet
• Wireless WiFi

5
Changes to Cultures

• Community and Everyday Life
• Creation and legitimisation of a new vocabulary
• Change of practices
• Values of new media in the home-family-work
• The public sphere
• The medium adds detracts value
• Advertising Culture
• IMC
• Everyday life
• Digital recording
• Free download of Music

6
Market Research

• New Techniques
• Consumer information-based Marketing
• Direct marketing
• Information based marketing
• internet mapping
• Broadcasting and Narrowcasting
• Spyeware
• Online Surveys

7
New Practices of Persuasion

• Narrowcast not Broadcast
• Push or Pull?
• Buzz
• Direct Marketing
• Banners
• Viral
• Adverblogging
• Advergaming
• Location Based Marketing
• Smart point-of-sales systems
• Interactive Digital Tv Adverts
• Astroturfing

8
Consumers

• Age
• Gender
• Interactivity Issues
• Consumer Activism
• Starbucked
• Reading and Decoding the Digital
• Eg How to read websites

9
Wireless Broadband

• Australian Broadband Market changed
• Wireless demands increased
• Fixed-line broadband decreased
• Still a strong need for fast broadband network
• Rudd Government confused over networks

10
Consumer Behaviour

• 1M Registered for Woolworths Fuel Card
• Debuted in NSW, June 2008
• Allows shoppers to be targetted effectively
• Greater understanding of purchasing habits
• Discounts, cash and incentives

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Advertising and The Web

• Poster or Billboard
• Bulletin Board
• Sponsoring
• On-line Magazines and Newspapers
• Broadcast
• Club
• Interactive Catalogue
• A shop
• Interactive Media Industry Association

12
Electronic Advertising

• Fuel Watch
• Tooheys
• RAA-South Road
• Yellow Pages

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The Next Step is Here

• Twitter
• Skype
• Next Mobile Phone
• ABC
• Inside a dog

14
Further Reading

• Historic - Brian Winston (1998)
• Australia - Trevor Barr (2000)
• Commercial Culture - Mike Budd Steve Craig and
  Clay Steinman (1999)
• Commodity Culture - Rosemary Coombe (2004)
• Boyd, Andrew (2003)

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Contemporary Interaction

• FaceBook
• Online Advertising
• Second Life