{"product_id":"advertising-and-new-media","title":"Advertising and New Media","description":"\u003cp\u003eThis comprehensive introduction explores the evolving relationship between new media, advertising and new media consumers. Tracing the shift from 'mass' to 'my' media, \u003cem\u003eAdvertising and New Media\u003c\/em\u003e critically evaluates the social and cultural implications of increased interactivity and consumer creativity for the future of advertising, with examples drawn from the USA, the UK, Europe, Australia and the peoples Republic of China.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eFeatures include: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eevaluation of consumer-generated advertising, including the Coke Mentos phenomenon, and comparative analysis of the Dove ‘Real Beauty’ and Axe\/Lynx ‘Effect’ campaigns \u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003einterviews with industry practitioners, providing first-hand insights on the impact of new media on advertising.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54240342016344,"sku":"9780415430340","price":192.2,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780415430340.jpg?v=1769592627","url":"https:\/\/agendabookshop.com\/products\/advertising-and-new-media","provider":"Agenda Bookshop","version":"1.0","type":"link"}