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Advertising agency engagement and regulatory empowerment in the world of new media

Access Status
Open access
Authors
Dickinson, Sonia
Waller, D.
Kerr, G.
Mortimer, K.
Date
2008
Type
Conference Paper

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Citation
Dickinson, Sonia and Waller, David and Kerr, Gayle and Mortimer, Kathy. 2008. Advertising agency engagement and regulatory empowerment in the world of new media, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
Source Title
Proceedings of Australian and New Zealand Marketing Academy conference 2008Australian and New Zealand Marketing Academy Conference
Source Conference
Australian and New Zealand Marketing Academy Conference
Faculty
Curtin Business School
School of Marketing
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Abstract

This paper examines how new media has impacted advertiser behaviours in relation to controversial advertising. This research seeks to explore the extent of advertiser engagement and regulatory empowerment in a new media environment, where an advertiser can show offensive advertising online via new media despite a ban by the self regulatory body in relation to traditional media. Specifically, we conduct ten interviews with members of the advertising industry to develop an understanding of this engagement and empowerment. Findings suggest that advertisers are very aware that new media creates an opportunity for engagement, however,feedback is interpreted subjectively to rationalise continued dissemination of offensive advertising messages and therein advertisers are empowered.