Aziz, N.A., Yasin, N.M., PhD. & Kadir,Sharifah Latifah Syed A., PhD. 2008, “Web Advertising Beliefs and Attitude: Internet Users’ View”, The Business Review, Cambridge, vol. 9, no. 2, pp. 332-338.
This article explores the convergence of the advertising industry into the new digital age, focusing on its shift to web advertising with an analysis of it’s potential advantages and possible drawbacks. It also looks at public reactions to certain web advertising methods such as banner ads, pop up ads, video ads. Though the article mentions that web advertising is sure to bring attention to their corresponding brands in terms of coverage, it also implies that the general public find web advertising (such as web banners, pop-ups, and video) to be dull and more of an annoyance. Furthermore, the article suggests that web advertisements may grow to be less of a nuisance as they are exposed to more entertaining ads.
The article makes the assumption that the general public find web advertisements annoying, making it questionable whether it may have been written from a biased perspective, though it later confirms its validity through a very well-considered study of the public through surveys questioning their views on web advertising. The underlying issue with this article is that the survey took place in Malaysia.
Though this article may not engage my topic directly as it is based in Malaysia, it may prove to be useful in a comparison to the Australian advertising industry.
RAATIKAINEN, O. 2012, ‘Dynamic In-game Advertising in 3D Digital Games’, NORDICOM Review, 33, 2, pp. 93-102
This article explores the rapid growth in the advertising industry’s investment in in-game advertising as a result of the shift in demographics of the age groups playing video games from 15 year old boys to a wider range of adult players. The article also rediscovers the factors affecting the effectivity of advertising in 3D Digital games, using the old model for measuring and analysing dynamic in-game advertising, and applying a more suited theoretical model relative to the current digital age. A range of hypotheses are presented regarding the factors affecting in-game advertising (e.g. interactivity, realism, fluidity, audio, and frequency in appearance).
This article proves to be a very reliable source as it is very readable, and the author explains very precisely the methodologies incorporated in in-game advertising and it’s direct effect to experience in in-game advertising. Statistics and findings are displayed through simple and straight-forward diagrams as well as a detailed explanation of the findings. The article was also created in 2012 meaning that the statements made within have a close relation with the games of our time.
As the article focuses on more than one hypothesis, a few propositions are given stating that in order to achieve an optimal standard of dynamic in-game advertising the ads themselves have to be subtle, repeated, interactive, realistic, and be a low-involvement product. Though this seems to be true, the report seems to favour examples such as EA (Fifa) which is a good example in relation to the subject, but may have missed games such as GT; where all cars not only look exactly like they do in real life, but also attain the same performance statistics. This article not only provides useful information related to my topic, but also allows space to branch from the mentioned games. Another subject matter that can be drawn from this is the potential for advertising agencies created from new games (skyrim merchandise).
Mathieson, R. 2010, The On-Demand Brand : 10 Rules For Digital Marketing Success In An Anytime, Everywhere World, pp. 135-150
This article looks at the way in which advertising has adapted to the digital age with regards to the introduction of the internet and its cross-platform capabilities. The article suggests that the interactive element in the new forms of advertising on digital spaces (as opposed to the more traditional approach of having a one way message directed to a specific target audience) is a key factor in keeping the viewer/consumer interested in finding out more about the product it is promoting.
The report is very comprehensible as it explains step by step the different examples of the applications of digital media and it’s potential in advertising. The article pulls on information from existing and well-known products such as Sprite and gaming consoles like Xbox. The popular TV series Lost is referred to as it explains how a multitude of platforms were used as part of a massive “egg-hunt” for clues leading to secret episodes.
The in-depth explanations of the different strategies used to promote the various brands and media is vital in finding out how advertising has made a shift into the digital age. The article is useful to my research as Mathieson explains the methodologies behind the industry as it found new ways of not only reaching their audience, but getting them interested and involved with the product.
Voloaca, I.D., Bratu, S., Georgescu, M., Ghencea, F.L. & Voicu, A. 2011, “The Importance of Creativity in Advertising, Digital Technology, and Social Networking”, Economics, Management and Financial Markets, vol. 6, no. 2, pp. 449-458.
This article explores the importance of the persuasive impact of visual style in the advertising industry with regards to social identity and commonalities amongst groups of online community members. It also investigates constructivist claims focusing on the way we, as humans think about, represent, and model the world. A statement is made highlighting the importance of visual elements in a many advertisements and how it affects the way we perceive them.
The article is very detailed and it is hard to grasp the different ideas that the authors are proposing. There is a section that talks about subliminal manipulation in advertising and how it has become more commonly known to us as techniques of persuasion, advertising, and such.
Though much of the content seems irrelevant to my area of study, finding out that messages or ads that maximizes self-generated responses will have more long-term effectiveness upon its audiences.
Pergelova, A., Prior, D. & Rialp, J. 2010, “ASSESSING ADVERTISING EFFICIENCY: Does the Internet Play a Role?”, Journal of Advertising, vol. 39, no. 3, pp. 39-54.
The article explores the question whether the internet can help increase the overall efficiency of the advertising industry. It also compares some of the advantages of advertising on the online space, as opposed to more traditional forms of advertising in relation to the original cost being incurred, as well as the overall response and ability to adapt to the consumers’ preferences through interactive advertisements. The article also explains how the advertising industry has made its shift from getting maximum exposure to many unknown audience groups, to receiving maximum responses from carefully targeted groups.
The article is highly readable and even provides a short history of Internet Advertising. The following two claims are made (out of three) that relate to the topic; Investing in internet advertising increases overall advertising efficiency, and that companies that employ an advertising mix in which conventional media are complemented by Internet advertising will have greater advertising efficiency. Though this article proves to be useful in my subject are, the case study is in Spain, hence that part cannot be used.
Knowing that there are so many different advantages to online advertising, it gives a clearer idea of how different methods of advertising are being used online, as well as the ways in which the advertisements keeps the consumers captivated. This can be useful for measuring the affectivity of internet advertising.
Klaassen, A. 2010, “Consider this a Guide to the Post-Digital World”, Advertising Age, vol. 81, no. 8, pp. 4-4.
This article not so much explores as to question the way in which society has shifted from using analogue to digital over the years. It also mentions some of the ways in which site such as twitter and Google have come to be one of the top digital companies leading the way to success. The article also questions the rate in which we are moving into the digital as Klaassen asks “Can analogue companies become digital faster than digital companies can become analogue?”.
This article is somewhat readable as the writer has the tendency to replace the letters “th” with “di”, but the theory behind their question is very much related to the subject of interest. Though the article may seem to be missing a in depth analysis of the actual topic in question, it helps in promoting the idea of the rate of progression in the digital age and we seem to integrate it into our everyday lives.
Though the article doesn’t delve deep into the functions of advertising in the digital age, it promotes the idea of the kind of changes the digital age has imposed upon not only the advertising industry but also us as the consumers, and this can be handy in my area of interest as it opens us a new perspective of the changes experienced in the digital age.
Hollis, N. 2005, ‘Ten Years of Learning on How Online Advertising Builds Brands’, Journal Of Advertising Research, 45, 2, pp. 255-268
This article investigates the role of online advertising in the form of banner ads from its introduction on “Hotwired” in 1994, along with the way the industry has coped with the changes and challenges faced whilst trying to promote a brand. The article also questions the intention of the internet as a communication medium or a shopping environment, looking into the human qualities and its effects on the effectives of online advertising.
The article is very readable and provides a systematic explanation of the ways in which the industry has evolved/coped with the digital and social changes since the early 90’s. Clear sets of diagrams and statistics are used to help in verifying the claims made by Hollis. The validity of some of the claims made though, could differ as the article was released in 2005 and as it also draws on information from the kind of society that existed at the time. Also some of the model countries used as examples in the article are overseas and may not hold the same value in terms of information here in Australia.
Knowing that internet advertising can be judged through its “click through rate” and the fact that the overall mood/experience(s) of the audience can effect the affectivity of advertising, is important and relates to my subject of interest closely. As society keeps changing a good area to focus on may be the way advertising agencies cope with the different attitudes given towards online/digital advertising.
Burton, S. & Soboleva, A. 2011, “Interactive or reactive? Marketing with Twitter”, The Journal of Consumer Marketing, vol. 28, no. 7, pp. 491-499.
This article focuses mainly on the social networking platform “Twitter” and the ways in which it has coped across the world in the recent digital age, and how different organisations make use of its online advantages. The article also explores some of the negative traits of twitter focusing on it’s late introduction and the fact that companies were not quite ready to keep a well updated twitter account.
Although it is questionable whether the article covers some themes that are irrelevant to my topic, it also seems to be one of the first of its kind to attempt understanding the demographics behind how twitter is used, and who it’s used by. It draws on example from a few areas including America and Australia.
Through their research, Burton and Soboleva find different ways in which firms and individuals make use of twitter to promote their products, but also conclude that their evaluation may be too generalized (as they only tested their theory through the creation and use of 12 twitter accounts as opposed to the actual number of people using twitter). This can be used in my essay to demonstrated the role of social networking sites such as twitter in the current digital age.