Ebook The Advertising Evolution: The Rise of Consumer-Controlled Advertising
Today, advertising is in a state of evolution. The marketing communications industry now finds itself in an environment of change and this change is rapidly making traditional mass-media approaches ineffective. Changes that are now affecting the industry include the rise of the Internet, the proliferation of alternative media devices, and the fragmentation of mass-media audiences. Advertisers are trying harder than ever to reach target markets through the traditional mass-media approach, but consumers are becoming more elusive and adept at tuning out these promotions thanks to new technological developments. The advertising industry must adapt in order to be effective in this new environment. An Advertising Evolution is needed in order for the industry to continue to thrive and succeed.
Contents
INTRODUCTION
PROJECT DEFINITION
Key Terms
Literature Review and Theory Development
Theoretical Literature Review
Theory Development
Theoretical Model Explanations/Definitions Traditional Advertising Implications
Buzz Marketing Implications
Practitioner Literature Review/Empirical Reports...
METHODOLOGY AND ANALYSIS
Traditional Advertising Investigation
Lack of Industry Credibility
Puffery & the Implication of the Opposite
Noise and Overcommunication of Society
Issues with Objectives
Ineffective Measures of Success
Investments in Advertisements, Not Products Transition from Business Tool to Art Form
“The Chaos Scenario”
Buzz Marketing Investigation
What is Buzz Marketing?
Buzz Marketing Creation
Buzz Implementation
Buzz Marketing Measurement
Buzz Marketing Tools
Downfalls of Buzz Marketing
Buzz Marketing Impact
CONCLUSIONS
REFERENCES
APPENDICES
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Ebook The Advertising Evolution: The Rise of Consumer-Controlled Advertising
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