ADV 318J Lecture Notes - Lecture 2: Web 2.0, Crowdsourcing, A.D. Vision
Document Summary
The structure of the advertising and promotion industry. 4,000-10,000 ads we see per day, on average. 50% (out of 4,000 americans) says that advertising is out of control. We"re tired of this advertising barrage; we"ve become more psychologically resistant* New media technology gives us more power to avoid this barrage* Marketers want to move from interruptive to engagement. They can do that more effectively in the digital space. -michael mendenhall, cmo of hewlett-packard. Consumers now have more control of the info they receive. Web 2. 0, blogs, time-shifting (accessing content when we want to) Time-shifting (streaming) overtook live tv as viewing method of choice around 2015. 1995: 3 tv ads to reach 80% of women viewers. Spend majority of adv budget on traditional media. 2003: 97 ads to reach 80% of women. Spend increasing portion of adv budget on ibp tactics. Crowdsourcing happens now and didn"t in the past because now we have the technology.
