ADPR3100 Issues Ch 10 - ADPR3100 Issues Book Chapter 10:...

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ADPR3100 Issues Book Chapter 10: How Advertisers Want to Cozy up Between You and Your friends: Word of Mouth and Social networking in the digital age - Creative efforts: finding audiences in new ways - Guerilla/stealth marketing - Electronic social networks - Viral marketing: epidemic to plant ideas in the marketplace - A Short History of Digital Social Networks o Demise of 30-sec spot o Internet interrupts mainstream media scene in 90s o Real-life evangelists began to use social networks o User-generated content - MySpace, FB, YouTube o Corporate sponsored pages in myspace greeted with cynicism o Apple on MySpace = expensive designer chair in McDonalds o Youtube: corporate advertisers enter file-sharing frenzy, upload own videos o Time person of the year 2006- YOU Advertising 2.0: inversion of traditional ad. principles such as top-down delivery and information symmetry Communicate with micro target not just large target group o Corporations must turn from big-media ad campaigns to relationships
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This note was uploaded on 09/07/2011 for the course ADPR 3100 taught by Professor Reichart during the Fall '07 term at University of Georgia Athens.

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ADPR3100 Issues Ch 10 - ADPR3100 Issues Book Chapter 10:...

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