New media – media that works not through pursuasion or
impressions but through engagement and involvement of audience.
Mass media – speaking to the masses. High feeling – emotive
strategy – reach campaign.
Old media – transmit ideas to audience .
New media – cybernetic – engage with audience.
Shift over past 20 years from mass media to new media more
targated. More personalised. Audience involvement.
unpaid advertisitng
– using web to get audience to pass content on to others – webvertising – less forced
– more voluntarily viewed. People talk about ads with each other.
Internet allows ideas to circulate openly and instantly
accessible. Viral videos take control of a brand from the company. Challenges top
down idea.
The third screen – smart phones – apparently greatest form
of advertising to come.
Kairos factor – principal of presenting desired message at
ideal moment.
Future – giving people tools – using google/fb model – nike plus
and grid. New media involves some sort of sampling or sneak peak prior to
sales.
Larger advertising firms these days and people working world
wide together.
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