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dc.contributor.authorDickinson, Sonia
dc.contributor.authorWaller, D.
dc.contributor.authorKerr, G.
dc.contributor.authorMortimer, K.
dc.contributor.editorDaniela Spanjaard, Sara Denize and Neeru Sharma
dc.date.accessioned2017-01-30T11:02:25Z
dc.date.available2017-01-30T11:02:25Z
dc.date.created2008-12-09T18:01:38Z
dc.date.issued2008
dc.identifier.citationDickinson, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/7773
dc.description.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.

dc.publisherUniversity of Western Sydney
dc.subjectControversial advertising
dc.subjectNew media
dc.subjectAdvertiser engagement
dc.subjectInterviews
dc.subjectRegulatory empowerment
dc.titleAdvertising agency engagement and regulatory empowerment in the world of new media
dc.typeConference Paper
dcterms.source.titleProceedings of Australian and New Zealand Marketing Academy conference 2008Australian and New Zealand Marketing Academy Conference
dcterms.source.seriesProceedings of Australian and New Zealand Marketing Academy conference 2008Australian and New Zealand Marketing Academy Conference
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 1 2008
dcterms.source.conferencelocationOlympic Park, Sydney
dcterms.source.placeSydney
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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