Resources

Sources for Argument

  • Benkler, Y. (2006). Chapter 4. The Economics of Social Production. The wealth of networks how social production transforms markets and freedom (pp. 1-26). New Haven Conn: Yale University Press.
  • Chaffee, S. H., & Metzger, M. J. (2001). The End of Mass Communication? Mass Communication & Society, 4(4), 365-379.
  • Deuze, M. (2007). Creative Industries, Convergence Culture, and Media Work. Media Work. Polity.
  • Jenkins, H. (2006). Quentin Tarantino's Star Wars? Grassroots Creativity Meets the Media Industry. Convergence culture where old and new media collide (pp. 131-168). New York: New York University Press.
  • Lessig, L. “What Things Regulate.” (1999). Code, and Other Laws of Cyberspace.
  • Stephens, B. “You are the Ad, the Ad is You.” (2007). Las Vegas Business Press. Retrieved from Lexis-Nexis Academic.

General Articles

History of Advertising and Current Changes

  • Odih, P. (2007). Advertising in modern and postmodern times. Thousand Oaks, CA: Sage Publications. Retrieved March 26, 2008, from http://books.google.com/books?id=pGm6AAAACAAJ - A comprehensive book detailing the effects of advertising on culture throughout history. It includes theories, examples of advertisements, and the relationship between advertising and capitalism.
  • Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1994). The new marketing paradigm: Integrated marketing communications. NTC Business Books. Retrieved March 26, 2008, from http://books.google.com/books?id=RvM-OXNnSpgC - A history of why integrated marketing communication is important.
  • Schumann, D. W., & Thorson, E. (2007). Internet advertising: Theory and research. Mahwah, NJ: Lawrence Erlbaum Associates. Retrieved March 26, 2008, from http://books.google.com/books?id=ktufN9cPjbwC - This book covers a wide range of topics about advertising on the internet. It contains the foundations and history of internet advertising; perspectives on consumer responses to internet advertising; the effects of internet advertising on children, newspapers, and health marketing; and it provides insight into the future of internet advertising.
  • Tungate, M. (2007). Adland: A Global History of Advertising. London: Kogan Page. Retrieved March 26, 2008, from http://books.google.com/books?id=LiRzAQAACAAJ - This book examines the history of advertising from the 19th century up until the present, which includes print, radio, and television all the way through text messaging and the internet.
  • TV makes strides while marketers experiment widely: Media fragmentation, measurement, scale and interactivity are just a few topics debated at our latest CMO Roundtable. (2008). Advertising Age. Retrieved March 31, 2008, from http://adage.com/abstract.php?article_id=125823 - This article contains a transcript of a roundtable consisting of many advertising executives. They talk about the state of television, marketing, and fragmentation that digital media may create. The article is a good look into what advertisers are thinking at the moment.

Viral Marketing

  • Ihatesarahmarshall. (2008, March 27). Retrieved March 31, 2008, from http://www.ihatesarahmarshall.com/ A movie that is coming out that is all about this time of marketing and as well as the site being a fake-real blog.
  • Jenkins, H. (2006). Convergence culture: where old and new media collide. New York: NYU Press. Retrieved May 8, 2008, from http://books.google.com/books?id=RlRVNikT06YC The book containing the Jenkins Star Wars article we read for class. I think the Star Wars game described in the article is an example of advertainment because it is selling the Star Wars franchise, the story, the movies, the toys, but it is an entertaining game in its own right. It incorporates collaboration as well, which adds a new dimension!
  • Leskovec, J., Adamic, L. A., & Huberman, B. A. (2007). The dynamics of viral marketing. ACM Transactions on the Web (TWEB), 1, 1-39. Retrieved March 26, 2008, from http://portal.acm.org/citation.cfm?id=1232722.1232727 An interesting paper on the propagation and dynamics of viral marketing.
  • Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44, 333-348. Retrieved March 26, 2008, from http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=296966# Another interesting article, this time dealing with why people pass along stuff like this.
  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47, 68-78. Retrieved March 31, 2008, from http://www.jstor.org/view/00222429/sp050002/05x0008h/0 Interestingly, this study in 1983 is talking about the negative word of mouth which can give us a good contrast with viral marketing (which is what it's termed as now for the new media).
  • Silverman, G. (2001). The secrets of marketing: How to trigger exponential sales through runaway word of mouth. New York: Amacom. Retrieved March 31, 2008, from http://books.google.com/books?id=-J6Y6Ca_pEAC More of a how to than a research which is good too.
  • Vm-People. (2006, May 5). How to sell soap. Retrieved March 26, 2008, from http://www.youtube.com/watch?v=vj29qmLnBiE A good video describing Viral Marketing and funny enough, is done creatively to almost be viral itself.
  • Chevy commercial

Narrowcasting, Target Marketing, and Digital Technology

  • Albrecht, K. (2001). Supermarket cards; The tip of the retail surveillance iceberg. Denver University Law Review, 79, 534-539. Retrieved March 31, 2008, from http://heinonline.org/HOL/Page?collection=journals&handle=hein.journals/denlr79&id=548 - This article examines the implications of using supermarket cards, which gain access to consumer's preferences, offer discounts and deals to meet their needs, but may also sacrifice privacy. The author is a member of CANSPIAN — Consumers Against Supermarket Privacy Invasion and Numbering, so she is clearly biased. However, this article provides an interesting look into the cultural implications of these marketing techniques.
  • Bennett, W. L., & Manheim, J. B. (2006). The one-step flow of communication. The ANNALS of the American Acadamy of Political and Social Science, 608, 213-232. Retrieved March 31, 2008, from http://ann.sagepub.com/cgi/reprint/608/1/213 - An analysis of the changes in communication processes in the United States from broadcasting to narrowcasting. The article discusses reasons for the switch including technology and changing culture.
  • Carlson, M. (2006). Tapping into TiVo: Digital video recorders and the transition from schedules to surveillance in television. New Media & Society, 8, 97-115. Retrieved March 26, 2008, from http://nms.sagepub.com/cgi/reprint/8/1/97 - This article explores advertisers' change in attitude about TiVo. At first, they were fearful that their mass advertisements would be skipped, but over time they realized that they could use the Digital Video Recorder (DVR) market to obtain information, collect data, and more precisely target their customer.
  • Klaassen, A. (2008). Audience-tracking tools: Contributors can now see where, when videos are being watched. Advertising Age. Retrieved March 26, 2008, from http://adage.com/digital/article?article_id=125965 - Youtube is allowing creators to see demographics of their viewers. They can now monitor geographic data and IP addresses. The article analyzes the impact of this new information on advertisers.
  • Rittenburg, T. L., & Parthasarathy, M. (1997). Ethical Implications of Target Market Selection. Journal of Macromarketing, 17, 49-64. Retrieved March 31, 2008, from http://jmk.sagepub.com/cgi/content/abstract/17/2/49 - Although this is a fairly old source, the arguments it contains about target marketing and ethics are still relevant in today's digitally networked world. The article analyzes target marketing, tries to balance the benefits to society, and proposes a model for target marketing.
  • Terdiman, D. (2003, December 16). Soon, marketing will follow you. Wired. Retrieved March 26, 2008, from http://www.wired.com/science/discoveries/news/2003/12/61597 - This article provides an overview of Mitsubishi Electric Research Laboratories new technology that can precisely target consumers. It projects messages onto a wall, and using facial recognition technology, uses stored customer information to choose the best message.
  • Turow, J. (2006). Niche envy: Marketing discrimination in the digital age. Cambridge, Massachusetts: The MIT Press. Retrieved March 26, 2008, from http://books.google.com/books?id=v32Hcdw2h9AC - Joseph Turow's book contains an analysis of digital marketing techniques. Turow looks into the effects of databases and marketing surveillance on consumer privacy, equal access to product information, and the effects on society. The book also contains background on the history of marketing techniques from mass media such as television.
  • Video game console target marketing (Wii, Xbox360, Ps3). (2007, December 15). Retrieved March 31, 2008, from http://www.youtube.com/watch?v=7dW46mR3508 - A firsthand account of a frustrated consumer's experience with targeted marketing of video games during the holidays.

Non-Internet Technology in Advertising:

  • Beal, B. (2006, May 25). Tutorials: Sony's new internet marketing secret. Retrieved March 26, 2008, from http://searchcrm.techtarget.com/news/article/0,289142,sid11_gci1190460,00.html - Sony is offering online product courses that cause more than 90% favorably ratings, and those who take it are not only more likely to buy an item they're learning about, but also more likely to buy a Sony product.
  • Faber, R., Lee, M., & Nan, X. (2004). Advertising and the consumer information environment online. American Behavioral Scientist, 48. Retrieved March 26, 2008, from http://abs.sagepub.com/cgi/reprint/48/4/447 - This article is to provide an understanding of the qualities and potentials of the Internet as an advertising medium.
  • Gretzel, U., Yuan, Y., & Fesenmaier, D. R. (2000). Preparing for the new economy: Advertising strategies and change in destination marketing organizations. Journal of Travel Research, 39, 146-156. Retrieved March 26, 2008, from http://jtr.sagepub.com/cgi/content/abstract/39/2/146 - This article argues that success of destination marketing organizations in the new economy is more about change in approach than technology itself.
  • Holson, L. M. (2008, February 6). CBS Mobile to test location-based cellphone ads. International Herald Tribune. Retrieved March 26, 2008, from http://www.iht.com/articles/2008/02/06/technology/mobile.php - CBS is trying one of the first serious experiments with cellphone advertising that is customized for a person's location. Its CBS Mobile unit is teaming up with the social networking service Loopt, which allows its subscribers to track participating friends and family on their cellphones.
  • Klaassen, A. (2008). Game-ad book looms as Sony opens up PS3. Advertising Age, 79. Retrieved March 26, 2008, from http://wf2dnvr5.webfeat.org - The maker of the PlayStation3 system will offer an open platform, meaning in-game-ad-serving companies Double Fusion, IGA and Google-owned AdScape all will be able to sell ads in games that run on PS3.
  • Kuchinskas, S. (2006). Brave new world. MediaWeek, 16. Retrieved March 26, 2008, from http://wf2dnvr5.webfeat.org - This article focuses on in-game advertising in games and interactive marketing in cell phones. Today's crop of games, played on Internet-connected machines, has the ability to serve ads dynamically into the gaming world.
  • Smith, A. D. (2007). Exploring advergaming and its online advertising implications. International Journal of Business Information Systems, 2, 298-311. Retrieved March 26, 2008, from http://inderscience.metapress.com/link.asp?id=0kub5llwbnrndf46 - The end of the Information Technology (IT) boom has brought managers' attention back to the essence of Customer Relationship Management (CRM). Advergames may be able to take advantage of the recent trend of online gaming by targeting many different and specific demographic groups of consumers.
  • Yang, M., & Rosksos-Ewoldsen, D. (2007). The effectiveness of brand placements in the movies: Levels of placements, explicit and implicit memory, and brand-choice behavior. Journal of Communication, 57, 469-489. Retrieved March 26, 2008, from http://web.ebscohost.com.proxy.library.cornell.edu/ehost/detail?vid=1&hid=115&sid=26caa4b5-a861-43f3-bba1-bcdc938923b8%40sessionmgr109 - Product placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of brand placements on explicit and implicit memory for the brand, implicit choice behavior, and attitudes toward the brand were examined. The results confirmed that levels of brand placements influence recognition of the target brand and attitudes toward the brand.
  • Yang, M., Rosksos-Ewoldsen, D., Dinu, L., & Arpan, L. (2006). The effectiveness of "in-game" advertising: Comparing college students' explicit and implicit memory for brand names. The Journal of Advertising, 35(4). Retrieved March 26, 2008, from http://mesharpe.metapress.com/link.asp?id=vl245j160v31p524 - The current study examined the effect of brand names placed in video games on college students' memory. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games.

Search Engines and Surveillance

  • Andrejevic, M. (2007). iSpy: Surveillance and power in the interactive era. Lawrence, Kansas: University Press of Kansas. Retrieved March 26, 2008, from http://books.google.com/books?id=K7emGQAACAAJ - Discusses data that is collected from users from online activities and its implications on surveillance.
  • Battelle, J. (2005). The search: How Google and its rivals rewrote the rules of business and transformed our culture. New York: Portfolio. Retrieved from http://books.google.com/books?id=FR9PAAAAMAAJ&pgis=1 - Overview on the history of Internet search and analysis of Google and its implications for society.
  • Introna, L. D., & Nissenbaum, H. (2000). Shaping the Web: Why the politics of search engines matters. The Information Society, 16, 169-185. Retrieved March 26, 2008, from http://www.nyu.edu/projects/nissenbaum/papers/searchengines.pdf - This is a full text draft version of the article that appeared in The Information Society. It states that search is not solely surrounded by technical issues, but also by political ones. It looks at possible solutions to political issues of search engines.
  • Nicholson, S., & Sierra, T. (2005). How much if it is real? Analysis of paid placement in web search engine results. Journal of the American Society for Information Science and Technology, Preprint, 1-27. Retrieved March 26, 2008, from http://biblio.syr.edu/bibliomining/articles/nicholsonads.pdf - Discusses whether sponsored links are far more likely to appear on search results compared to "real" results.
  • Page, L. (2001). U.S. Patent No. 6285999. Washington, DC: U.S. Patent and Trademark Office. - Google's PageRank process patent.
  • Solove, D. J. (2004). The digital person: Technology and privacy in the information age. New York: NYU Press. Retrieved March 26, 2008, from http://books.google.com/books?id=fO5C_YT-a8IC - Overview on digital identity and privacy surrounding the Internet.
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