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University of Wolverhmapton How Interactive Advertising is benefiting Traditional Advertising Draft (Can’t locate the finished version) 2011

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Introduction Some people assume that advertising appeared only during the Industrial Revolution, but the truth is, it has been around since the beginning of our history and ever since then has grown into many forms. Advertising in one form or another has been with mankind ever since trading began. Certainly it was well established in ancient Greece and some actual examples were recovered from under the volcanic ash that preserved the ruins of Pompeii. (Wilmshurst & MacKay, 1999, p.3) This is why advertising has become an important element of our lives. Whatever we do in our daily routine, we will always come across some kind of advertising form may it be on the bus, the streets or by just simply surfing the Internet. As Wilmshurst & MacKay note ‘advertising is an inescapable part of our lives and very much involved in the rapidly changing technology of the world we live in’ (Wilmshurst & MacKay, 1999, p.3). One of the newest forms of advertising is New Media Interactive Advertising mostly found on the Internet and probably one of the most evolving forms in advertising. This is a form that can communicate better with the consumer and where the consumer has more power over the information than using a traditional advert. They note that, ‘Interactive marketing systems are enjoying explosive growth firms a plethora of ways of contacting consumers’ (Bezjian-Avery, Calder & Lacobucci, 1998). In these systems, the consumer controls the information, by giving it or requesting it (Bezjian-Avery, Calder & Iacobucci, 1998). This form of advertising is becoming a more and more important key for marketplace, since the usage of the Internet is growing rapidly worldwide and according to Barlow, ‘computers networks are fast becoming the world’s principal medium for imparting and exchanging information’ (Barlow in Shields, 1996, p.106). But since it’s only a form of an advertisement, its aim remains the same according to Lomabard and Snyder-Duch ‘goal of advertising is still the same – to persuade consumers to purchase a product or service – the media environment into which advertising is placed is changing, and as a result of this trend, the nature of advertising is changing as well’ (Lomabard & Snyder-Duch, 2001). What are the 2  of  24    

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differences between Interactive and Traditional advertising, how does Interactive advertisement compliment Traditional, why do people still interact with it, and why do companies use Interactive advertisement?

Chapter 1: Difference between Interactive & Traditional advertising The new medium has been around only for couple of decades, it is a baby in the advertising area. ‘Early 1995 saw the introduction of one of the first interactive television services on the cable network. A box plays a selection of videos which can be changed by dialling a number; while a fairly basic interactivity, it did mark the transition from passive TV to active’ (Wilmshurst & Mackay, 1999, p.230). Ever since then people have believed it will be used as one of the main tools in advertising, ‘just like video recorders, mobile phones and home computers, everyone will be at it’ (Wilmshurst & Mackey, 1999, p.231). Right now Interactive advertising is increasing as a form of advertisement, because using interactive systems the user has the ability to control the information, but Cutler states that ‘the new interactive media as media that provide the opportunity to instantaneously advertise, execute a sale, and collect payment’ (Cutler in Pavlou & Stewart, 2000). This means that the consumer can collect and provide the information at the same time, while he is navigating through commercial websites. He can also customize his preferences and easily communicate with the product as well with other consumers and services. One great example is Amazon.co.uk. ‘Amazon, a Fortune 500 company based in Seattle, Washington, is the global leader in e-commerce. Since Jeff Bezos started Amazon in 1995, they have significantly expanded their product offerings, international sites, and worldwide network of fulfillment and customer service centers’ (Amazon.co.uk).

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Figure 1 – Screenshot of Amazon.co.uk index page (2010)

Amazon.co.uk is an e-commerce website, an interactive online store, where the user can navigate through different products. When the consumer has logged on the website, he can purchase a product, leave a comment or a review a product, and communicate with other consumers for guidance. While Traditional advertising is seen on such media as newspapers, magazines, television, radio, outdoor and direct mail. According to Fries ‘newspapers are the oldest existing traditional mass media. Early news publications were called “carantos” or “newsbooks”’ (Fries in Janoschka, 2001, p.10), but ‘television as mass medium only evolved in the early 1950’s’ (Janoschka, 2001, p.11). The traditional advertising could be defined as simply as ‘controlled message to many people simultaneously and at low cost per message’ (Wilsmuck & Mackay, 1999, p.24). Now that we have a general understanding what New Media Interactive Advertising is and what Traditional Advertising is, we can look at a research conducted 12 years ago by Journal of Advertising Research published on July/August 1998. In “New Media Interactive Advertising vs. Traditional Advertising” Bezjian-Avery, Calder and Lacobucci tried to explore the effectiveness of Interactive advertising on a new medium platform. In their research they define that Interactivity is fundamentally the ability to control information. Whereas in traditional advertising, the presentation is linear and the consumer is passively exposed to the product information, for interactive advertising, the consumer instead actively traverses the information. 4  of  24    

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(Bezjian-Avery, Calder & Iacobucci, 1998) If the user can choose his information of the advertising, it would mean that the new media advertising is more effective, but according to Bezjian-Avery, Calder and Iacobucci ‘the most important implication of this research is that sometimes interactive is not better. Under certain conditions, interactivity interrupts the process of persuasion’ (Bezjian-Avery, Calder & Iacobucci, 1998) and that ‘in the interactive system, user spent less time viewing the advertisements, and they were less likely to purchase target products’ (Bezjian-Avery, Calder & Iacobucci, 1998). Since this research was undertaken 12 years ago, people really didn’t have the technological abilities to see the potential of Interactive advertising. ‘However, most people agree that by 2005 interactive media will still be a long way down the list of marketing communication options’ (Wilmshurst & Mackay, 1999, p. 231). It doesn’t mean that advertising or agencies shouldn’t use traditional media anymore for their campaigns, but they should understand that Interactive advertising can be as effective as Traditional, because Internet usage continues to climb at astounding rates on a worldwide basis. As the daily estimates of the numbers of new worldwide website rise, no one can truly calculate the countless choices available for advertising placement on the Internet and other new technologies and non-PC access such as wireless devices and interactive digital television. (Roberts & Ko, 2001) We use Internet nowadays for everything, we communicate and stay in touch with our friends and family, we pay our bills, we do online shopping, we even get our information on certain subject from the Internet. All the worlds’ information is at our fingertips, it sheds a poor light on traditional media. If you think about it, do we still use newspaper or the yellow pages as our main resource? Do we listen to the radio or do we have the white earphones in our ears which are connected to an iPod, whose songs we get digitally. It really is one of the most important information tools in our lives as Thomas says ‘in spite of its relative short history, the Internet is already established as one of the most important communication channels for global commerce’ (Thomas, 1998, in Roberts & Ko, 2001) and as Frances Cairncross notes ‘the Internet is, first and 5  of  24    

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foremost, a way for people to reach other people’ (Cairncross, 2001, p.78), or for a controlled message to reach other people simultaneously. Nevertheless the research conducted by Bezjian-Avery, Calder and Lacobucci was taken 12 years ago, when there were no iPods and online advertising was only at its beginning stage. ‘Over the last few years banner adverts have become more sophisticated and creative, using live action film and animation to help interaction with the viewer’ (Burtenshaw, Mahon and Barfoot, 2006, p.64), one great example is the YouTube trailer for the Sylvester Stallone movie – Expendables (2010).

Figure 2 – Screenshot of the Expendables trailer in YouTube (2010)

However I cannot mark the research authors, as they themselves admit in their paper that ‘more research should be conducted before substantial expenditures are devoted to advertising on these interactive media’ (Bezjian-Avery, Calder & Iacobucci, 1998). As Burtenshaw, Manhon and Barfoot state ‘online advertising has become a vital part of an integrated marketing communication programme, running alongside and complementing more traditional media’ (Burtenshaw, Manhon & Barfoot, 2006, p.64).

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Chapter 2: How does Interactive advertising compliment Traditional advertising? In the last 12 years Interactive advertising has become much more effective, becoming an accomplice for Traditional advertising, but in what ways is it now days complementing Traditional advertising? We already know that advertising comes in many forms and types, and probably one of the best advertising types is word of mouth, which is passing information from one person to another person. ‘Several studies have shown that word-of-mouth (WOM) communications often exert a strong influence on judgments of products’ (Herr, Kardes & Kim, 1969, p.454). Every day we receive many messages from different sources, and not all of them are trustworthy. ‘Anyone living in the information society is exposed to an overwhelming number of marketing messages each day’ (Cakim, 2010, p.3). Not all media channels can build a trust-worthy source for the consumer, but according to Golin Harris research (where he conducted a study asking consumers aged 18 and older) the degree to which they use, rely upon, and trust various information sources, such as their own direct experience, word of mouth, and traditional and online media. Word of mouth, direct experience and online media have the lead among the most trusted sources. Meanwhile, traditional outlets such as television, newspapers, magazines, and radio are trusted less than the information sources that give audiences the opportunity to test, probe and verify (Cakim, 2010, p.4). Not only that but ‘the Internet has also been successful in developing its own brands without advertising. Yahoo!, Napster, Google, eBay, and Mosnter.com are all good examples’ (Cappo, 2003, p.48). This is why advertising agencies nowadays do more than just advertise, they are actually communicating with their consumers using Interactive media, such as social networks and websites along side Traditional media. ‘The term advertising is used loosely these days, which is probably the best way to approach the business’ (Cappo, 2003, p.46). Back in 2006, a home video appeared on the web of explosive Coke-Mentos fountains, this video took both companies by a surprise, and they had no control of their product use. It became viral and many others tried this experiment and uploaded their results on ‘the world’s most popular online video community, allowing millions of people to discover, watch and share originally created videos’ (YouTube), youtube.com. This phenomenon later became an Interactive 7  of  24    

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competition on YouTube for the best Coke-Mentos video (Spurgeon, 2008, p.1). These Coke-Mentos experiments changed the model of advertising, because as Varey states ‘historically, advertisers have thought themselves as top-down communicators, in control of what information is released, to whom and when, as well as the channels of communication themselves’ (Varey in Spurgeon, 2008, p.1). Now days there are many great examples, where the consumer reveals information about a product or service, which the company hides. For example, when iPhone 4 (2010) was released, many people posted online videos and blogs about having problems with the network reception.

Figure 3 – Screenshot of an YouTube video about the iPhone 4 reception issue (2010)

These online posts gave a bad image for the iPhone 4, and Apple had to fight to restore the image of it afterwards (Belfast Telegraph, 2010). This example provides us with iconic illustration of how and why advertising industries should to think about new media consumers as key creative participants in advertising, media and marketing process (Verey in Spurgeon, 2008, p.2). And a lot of them these days actually try to have an Interactive advertisement, which the consumer can take part next to the Traditional advertisement. One great example is the 14th Annual Webby Award winner for Best Use of Online Media - the 52nd Grammy Awards We Are All Fans (2010) (The Webby Awards, 2010).

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Figure 4 – Screenshot of www.wereallfans.com (2010)

It is an innovative advertising campaign done by The Recording Academy and TBWA\Chiat\Day Los Angeles. It uses one main website – www.wereallfans.com – which features portraits of Grammy-nominated artists, such as Lady Gaga and Beyonce, but their nominated songs are composed entirely of real-time, fan-generated YouTube, Twitter, Flicker, and Facebook postings. All these posts about a certain artists are gathered from the social networks onto the We Are All Fans website, making it a living portrait of the artist (Grammy.com, 2010). How did this campaign later compliment Traditional advertising? If we take a look at the TV ad they did for the 52nd Grammy awards, we will notice that most of its material is taken from the website, even the style of the ad is the same.

Figure 5 – Screenshots of the TV spot from YouTube (2010)

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They made a great 30 second video using fan uploaded videos as their main resource, and making the consumer a part of the advertising. And if we check the official Grammy YouTube channel and open the video, we will see that the fans who were featured in the video tagged themselves to link to their channel, and with 2,723,871 views this video became viral, as Wilson explains ‘viral marketing describes any strategy that encourages individuals to pass on marketing message to others, creating potential of exponential growth in the message’s exposure and influence (Wilson, 2005). Even the Print advertising of this campaign uses the same design as the website and the TV ad.

Figure 6 – Poster of the 52

nd

Grammy Awards (2010)

Even as a recent option in the advertising field, Interactive advertising is already a great tool for composing impressive campaigns. Not only does it compliment Traditional advertising, but it also involves the consumer a lot more, and gives a visual base for other media channels. As Pavlou and Stewart state ‘the Internet is new technology that makes some things simple, cheaper and consumers to communicate with one another, and new way to sell products and services to consumers, but it joins other media and distribution channels as vehicles for these tasks’ (Pavlou & Stewart, 2000).

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Chapter 3: Why do people use Interactive advertisement? As a recent instrument in the advertising industry, Interactive advertising slowly is establishing its place in the advertising field, but since we live in an informational society, where we are exposed to an overwhelming number of marketing messages each day, and it is harder to get the attention of the consumer, why do people still use Interactive advertising in their lives? First let’s find out, why they connect to the Internet in the first place. There are many reasons why people want to use the new medium. One of them is ‘people connect because of shared interests, not physical location. Any number can play. It matters not how many participate. Once one gets online, cyberspace is spacious. There is a little sense of crowding’ (Shields, 1996, p.105). But Rodgers and Thorson state that ‘the activity of using the Internet does not start with the stimulus, or advertising message. Rather, Internet use begins with a response to some "drive," for example, the need to shop’ (Rodgers & Thorson, 2000). Even if the new medium is young in its age, people have already understood its power, ‘consumers have already begun to provide evidence that they have integrated the Internet experience into their broader media use’ (Pavlou & Stewart, 2000). Now that we know why people use the new medium, let’s find out why people prefer using Interactive advertising in conjunction with Traditional advertising. Wells, Burnett and Moriarity defined Traditional advertisements as ‘paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience’ (Wells, Burnett & Moriarity, 1998, in Lombard & Snyder-Duch, 2001). Which means, that consumer has to receive the advertising message as it is, he has no power how it is presented, and if it doesn’t match his or her preferences, the message won’t reach the target audience, resulting in the aims of the campaign not being met, where on the other hand Interactive technology can provide a more dynamic structure of the advertisement to grab the attention of the consumer. ‘All of this creates a greater challenge for advertisers, and all media producers, to attract attention, especially thoughtful attention, to their messages’ (Lombard & Snyder-Duch, 2001). If the new medium is used right a 11  of  24    

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company can create a very personal advertisement for the consumer which can be viewed in a long-term, not short-term, because with the help of the Internet and other interactive technologies advertising industry can create ads that are not only more targeted, but are also more personal, in which advertising is an experience in which the consumer participates and is engaged (Lombard & Snyder-Duch, 2001). One great example is this year’s successful Old Spice campaign (2010) with the actor – Isaiah Mustafa.

Figure 7 – Screenshot of the Old Spice commercial (2010)

The commercial was a success already in the more traditional television advertising, which was created to appeal to men as well as women, showing them both how great a man can smell when they use Old Spice Body Wash. It even took top honors at the Cannes Loins International Advertising Festival. (UTalkMarketing, 2010). While the commercials were a hit on their own, what really launched this campaign was their more personalized digital campaign using social networks – Facebook, Twitter and YouTube. (guardian.co.uk, 2010) The campaign lasted only 3 days from July 12 till July 14, 2010 (YouTube Old Spice Channel, 2010).

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Figure 8 – Screenshot of Old Spice campaign replay to all users on YouTube (2010)

‘The consumer had to simple send Mr. Old Spice a message – through Facebook, Twitter or YouTube – and wait for his visual retort’ (guardian.co.uk, 2010). In this campaign the user is treated as an individual, he is sending a message and the realtime replay is aimed at him, not at somebody else. As Lombard & Snyder suggest ‘consumers, in receiving marketing messages or doing e-business, will expect to be treated as individuals, with their preferences catered to. Why would consumers or advertisers put up with the 'spam' of a network TV commercial or magazine ad when they can interact one-on-one?’ (Lombard & Snyder-Duch, 2001). Together 185 video responses were made in those three days, where almost every response video has been viewed more than million times (YouTube Old Spice Channel). And according to Nielsen data provided by Old Spice a month later, July 25, overall sales for Old Spice Body Wash products were up 11 percent in the last 12 months; up 27 percent in the last six months; up 55 percent in the last three months; and in the last month, with two new TV spots and the online response videos, up a whopping 107 percent (Brand Week, 2010). This campaign is a great example of why people prefer using Interactive advertising, it gives them a more personal feel and they feel more involved in the whole process. ‘One thing interactivity is thought to increase the sense of “presence”, and presence is thought to lead to a variety of effects which include enjoyment and persuasion, primary goals of advertising’ (Lombard & Snyder-Duch, 2001) and ‘therefore, personalized advertising based on individual characteristics and tailored to 13  of  24    

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individual preferences is potentially more efficient for the marketer’ (Pavlou & Stewart, 2000). Including the consumer in a campaign can not only help to reach the campaigns target, but also it can help the company to better understand their positioning in the market, the efficiency of their adverts and their consumers, since it is the consumer, who uses their product or service. If the consumer is allowed to actively participate in the advertising process, by providing information, this process may have an important element of advertising effectiveness (Pavlou & Stewart, 2000).

Chapter 4: Why do companies are or should use Interactive advertisement? There are many reasons why nowadays the advertising industry should use or are already using Interactive advertising in a campaign. One of the reasons is because it is cheaper next to Traditional advertising, and at some cases it is more effective. But how can they measure the effectiveness of an interactive advertisement? Well, according to Dellarocas One of the most important capabilities of the Internet relative to previous mass communication technologies is its bidirectionality. Through the Internet, not only can organizations reach audiences of unprecedented scale at low cost, but also, for the first time in human history, individuals can make their personal thoughts, reactions, and opinions easily accessible to the global community of Internet users. (Dellarocas, 2003) Feedback is essential in any type of advertisement may it be a TV or a Print ad, it is what tells the company if the consumer has understood the message or not. ‘Feedback from the consumer to the marketer plays an important role in advertising since the consumer should understand exactly what the marketers intends’ (Pavlou & Stewart, 2000). If the message is not understood correctly by the user, then a campaign might not reach its set targets, leading the company to lose money, because the ‘traditional approach to advertising practice and research implicitly assume that advertising is something the firm does to the consumer. Interactive advertising makes it clear that this is very limited view of advertising and highlights the need to understand what 14  of  24    

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consumers do to advertising’ (Pavlou & Stewart, 2000). At this stage, Interactive technology would help the campaign faster than Traditional media; because it is a lot cheaper and easier to change the message of the advertisement on the Interactive platform than re-defining the message in Traditional media, but nowadays, thanks to the new medium, this situation can be avoided. As Roberts and Ko say With respect to the numerous unique features that distinguish the Internet from other traditional media, interactivity should be considered as one of the main reasons that make this medium a substantial advertising vehicle. In other words, the interactivity of the Internet provides advertisers opportunities to identify customers, differentiate them, and customize purchasing and post-purchase service. (Roberts & Ko, 2001) This feature can be used as a tool by an advertising or media agency, whenever they need to define their target audience profile, they can use the information provided by the Internet, because ‘Interactivity iterates between the firm and the customer, eliciting information from both parties and attempting to align interests and possibilities’ (BezjianAvery, Calder & Iacobucci, 1998). There are many research agencies that can provide this data for a company, one of them is Gemius S.A., ‘it’s the largest online research agency in Eastern Europe’ (Gemius S.A.). These agencies can provide wide range of information about the Internet user behavior, Internet audience profiles or online advertising campaign effectiveness (Gemius S.A.). If this information is used correctly, the company can create adverts that are more personal and yet effective, which would lead to better results at the end of any campaign, because ‘mass advertising is costly and unnecessary for many products that do not apply to all people. Therefore, personalized advertising based on individual characteristics and tailored to individual preferences is potentially more efficient for the marketer’ (Pavlou & Stewart, 2000). After the campaign is launched, the company can use the information that research agencies like Gemius S.A. offer to determine if it has affected the target audience effectively. ‘Moreover, today's technologies can measure the effect of a personalized advertising message that is an invitation for some response on the part of the consumer’ (Pavlou & Stewart, 2000). The companies don’t obtain this information only for creating more 15  of  24    

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personalised adverts, but also to understand their consumers better. This is because marketing firms traditionally have been interested in customers satisfaction, since its them who are using their product or service, and for a good reason, if they are satisfied, they will continue to purchase those products with which they are satisfied, and telling others about it, this may influence the brand perceptions of those with whom they communicate (Richins, 1983, p.68). The consumer will unconsciously use word of mouth advertisement, and sometimes this is done via social networks such as Facebook and Twitter, where the user clicks on Like this, Recommend or even Tweet this, ‘Internet word of mouth should be a crucial factor to be studied and employed by brand builders of the future’ (Cappo, 2003, p. 49). The Webby Best Use of Social Media nominee Everybody Knows Somebody Who Loves Honda campaign (2010) applied this method in their campaign (The Webby Awards, 2010). This campaign was done by the RPA, Santa Monica advertising agency and it began in August, unlike the Old Spice campaign,

this

campaigns

first

instalment

appeared

on

a

Facebook

page

(www.facebook.com/honda) with a social-experiment application to recruit Honda fans to show how everyone knows someone who loves a Honda. Once the user becomes a part of this page, they can see how connected they are with their friends, view a chain of friends in their Honda web, and find out just how long their chain extends around the world. (Ads of the World, 2010)

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Figure 9 – Screenshot of the Honda Facebook Page (2010)

This campaign gave Honda more than 250, 000 fans on the Facebook page, and Tom Peyton, senior manager-national advertising said: “It wasn’t a big media buy, but got a lot of attention”, and the TV ads were added to the mix only a month after the social experiment (Advertising Age, 2010). This campaign shows that spending time on making a campaign more personal and making a consumer a part of it can bring great results to the company. ‘Such as the Internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and marketing communication process, as well as a crucially important influence in consumer and public culture’ (Spurgeon, 2008, p.2). Advertising agencies do not only use Interactive advertisement to build more exciting and original personal adverts, but they also consider how to build a trust bond between the brand and the consumer, because ‘Traditional advertising has not necessarily been focused on building trust, despite the fact that trust has an important influence on the behaviour of consumer’ (Schurr & Ozanne in Pavlou & 17  of  24    

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Stewart, 2000). On the other hand, Interactive advertising has the potential to change that and promote trust between the consumer and the brand through reciprocal information

exchange,

customer

support

and

technical

assistance,

reciprocal

communication, operational linkages, and other specific adoptions by the marketer to the needs of the consumer (Pavlou & Stewart, 2000). The advertising industry uses Interactive advertisement in their clients’ campaigns, because they can better define the target audience profile, make adverts’ more personal and effective and build trust between the brand and the consumer.

Conclusion The aim of this dissertation was not to prove that Interactive advertising is better than Traditional advertising, but to show that it can be a great instrument for building new, exciting and original campaigns for the consumers. Even if it has progressed a lot in the last 12 years, and it provides an efficient medium for advertising, more and more practitioners are trying to figure out how to maximize this new medium. For example, WEB and application developers are trying to increase the WEB surfing experience for the user or even for the current or the penitential consumer by adding rich media content, that is, video, audio embedding and canvas for animation. A couple of years ago this would require a fast Internet connection and a powerful PC, that could manage the data sent over the WEB, and not everyone had an access to these tools. Not only that, but it would demand programmers to learn new programming languages, which would result spending more money on a project than necessary. That’s why developers are creating new ways of making the Internet surfing experience a lot faster and easier to use. As Berthon, Pitt and Watson state ‘advertising and marketing practitioners, and academics are by now aware that more systematic research is required to reveal the true nature of commerce on the WEB’ (Berthon, Pitt & Watson in Bezjian-Avery, Calder & Lacibucci, 1998). Interactive advertising poses new and difficult challenges for the advertising industry to measure its effects and effectiveness, because it is up to the consumer in selecting advertising, and it is up to him or her when and how, if at all, to 18  of  24    

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interact with it. ‘Despite the challenges posed by interactive advertising, its wide scale use will provide new opportunities for research and enrich the understanding of advertising effects’ (Pavlou & Stewart, 2000). As Bezjian-Avery, Calder and Iacobucci state in their research ‘Investigating additional properties of the interactive system and consumers’ psychographic factors can only enhance the future effectiveness of interactive advertising. The new media are indeed exciting, and the potential is rich for shaping messages and formats for these vehicles of the future’ (Bezjian-Avery, Calder & Iacibucci, 1998).

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References Books:

•

Burtenshaw, K., Mahon, N. & Barfoot C. (2006) The Fundamentals of Creative Advertising. Worthing : AVA Academia.

•

Cairncross, F. (2001) The Death of Distance – How the communication Revolution is changing our lives. Boston: Harvard Business School Press

•

Cakim M., I. (2010) Word of Mouth Marketing. New Jersey: John Wiley & Sons.

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Cappo, J. (2003) Future of Advertising: New Media, New Clients, New Consumers in the Post Television Age. New York: McGraw-Hill.

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Janoschka, A. (2001) Web Advertising: New Forms of Communication on the Internet. Philadelphia: John Benjamins.

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Shields, R. (1996) Cultures of Internet: Virtual spaces, real histories, living bodies. London: Sage.

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Spurgeon, C. (2008) Advertising and New Media. New York: Routledge.

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Wilmshurst, J. & MacKay, A. (1999) The Fundamentals of Advertising. Oxford: Elsevier Butterworth-Heinemann.

Online Journals:

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Bezjian-Avery, A., Calder, B. & Iacobucci, D. (1998) New Media Interactive Advertising vs. Traditional Advertising, Journal of Advertising Research. [online]

•

Dellarocas, C. (2003) The Digitization of Word of Mouth: Promise and Challenge of Online Feedback Mechanisms, Management Science [online]. Vol.49, No. 10 <  http://www.jstor.org/pss/4134013>

•

Herr M. P., Kardes R. F. & Kim J. (1991) Effects of Word-of-Mouth and ProductAttribute Information on Persuasion: And Accessibility-Diagnosticity Perspective, The

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Lombard, M. & Snyder-Duch, J. (2001) Interactive Advertising and Presence: A Framework, Journal of Interactive Advertising. [online], Vol. 1, No. 2 < http://jiad.org/article13>

•

Pavlou A., P. & Stewart W., D. (2000) Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda, Journal of Interactive Advertising. [online], vol. 1., no.1 < http://jiad.org/article6>

•

Richins L., M. (1983) Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study, Journal of Marketing [online]. Vol. 47

•

Roberts S., M. & Ko H. (2001) Global Interactive Advertising: Defining What We Mean And Using What We Have Learned, Journal of Interactive Advertising. [online], vol. 1., no. 2 < http://jiad.org/article10>

•

Wilson F. R. (2005) Marketing and Online Marketing Editor, Web Marketing Today [online]. <  http://www.addvfactory.com/checart/archivos/viralmkt.pdf>

Websites:

•

Ads of the World (2010) www.adsoftheworld.com [online]. [Accessed 16th November].

•

Advertising Age (2010) www.adage.com [online]. [Accessed 16th November]. <  http://adage.com/article?article_id=139855>

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Belfast Telegraph (2010) www.belfasttelegraph.co.uk [online]. [Accessed 2nd November].

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Brand Week (2010) www.brandweek.com [online]. [Accessed 6th November].

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Gemius S.A. (2010) www.gemius.ro [online]. [Accessed 16th November]. <  http://www.gemius.ro/English/sub.php?id=ofirmie>

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Grammy.com (2010) www.grammy.com [online]. [Accessed 2nd November].

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Guardian.co.uk (2010) www.guardian.co.uk [online]. [Accessed 6th November].

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HTML5.org (2010) www.html5.org [online]. [Accessed 25th November].

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The Webby Awards (2010) www.webbyawards.com [online]. [Accessed 2nd November]. <  http://www.webbyawards.com/webbys/current.php?media_id=98&season=14>

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UTalkMarketing (2010) www.utalkmarketing.com [online]. [Accessed 6th November].

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YouTube (2010) www.youtube.com [online]. [Accessed 2nd November].

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YouTube Old Spice Channel (2010) www.youtube.com com [online]. [Accessed 6th November]. <  http://www.youtube.com/view_play_list?p=484F058C3EAF7FA6>

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List of illustrations •

Figure 1, Screenshot of Amazon.co.uk index page (2010) [online]. [Accessed 2nd November].

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Figure 2, Screenshot of the movie trailer Expendables in YouTube (2010) [online]. [Accessed 2nd November].

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Figure 3, Screenshot of a YouTube video about the iPhone 4 reception issue (2010) [online]. [Accessed 2nd November]. < http://www.youtube.com/watch?v=GmVkNCDV6Mk>

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Figure 4, Screenshot of www.wereallfans.com (2010) [online]. [Accessed 2nd November].

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Figure 5, Screenshots of the TV spot of the 52nd Grammy Awards from YouTube (2010) [online]. [Accessed 2nd November].

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Figure 6, Poster of the 52nd Grammy Awards (2010) [online]. [Accessed 2nd November].

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Figure 7, Screenshot of the Old Spice commercial from YouTube (2010) [online]. [Accessed 6th November].

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Figure 8, Screenshot of Old Spice campaign replay to all users on YouTube (2010) [online]. [Accessed 6th November].

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Figure 9, Screenshot of the Honda Facebook page (2010) [online]. [Accessed 16th November].

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