Contents |
My name is Tia Lancaster! I am currently a second year student studying Media and Communications with a sub major in Advertising.
Before commencing this course; I have completed;
certificate III in Fashion Design &
certificate IV in design fundamentals.
The following link Fat-Pie leads to animation created by David Firth; although disturbing they are interesting in design and language. Do not watch if you get put off easily
illwillpress leads to another site that is a great example of online animation!
For the annotated bibliography I am going to focus on Viral Marketing/ Advertising.
This definition of Viral Marketing and Viral Advertising provides the reader with the thorough grasp of the concepts, networks, advertising and marketing techniques and technologies that are utilised to create Viral Campaigns. This definition was retrieved from the online encyclopaedia Wikipedia.
This definition like all the Wikipedia entries contains links to relevant terms and definitions that enable the reader to get a clear understanding of Viral Marketing/ Advertising and associated terms and theories.
Middlebery, Don. (2001) Winning PR in the Wired World: Powerful communication strategies for the noisy middle space, United states,: McGraw- Hill.retrieved from http://www.netlibrary.com.ezp01.library.qut.edu.au/Reader/ on 3ed Ausgust, 2005. ISBN 0071363424.
This Book although primarily focussed on Public relations utilising the Internet, contains a couple of specific chapters that are particularly relevant to Viral Marketing/ Advertising; Chapter Four provides useful background information on communicating in the Digital Age; whilst Chapter ten is specifically focused on Viral Publicity: Building community and awareness Online. Chapter ten uses both Examples of effective and unsuccessful campaigns whilst highlights many important features that assist in capturing the attention of and communicating to consumers, whilst at the same time trying to develop life long relationships. Tia Lancaster 15:10, 3 Aug 2005 (EST)
Stafford, M.R. and Faber, R.J. (2005) Advertising, Promotion, and New Media, New York: M.E Sharp. ISBN 0765613158
The book Advertisng Promotions and New Media, adresses the emerging techknologies and their use by advertsisers. The book defines and explores many of the ideas and techknologies that are evident in New Media, both currently and historicaly. The effects of the appropriate images are explored in the context of online spaces whilst interactivity is defined and its effectivness questioned. This book provides both general and specific information on both online invironments and other new medias that are emerging such as Mobile Advertising and Mobile communication. Consumer behaviour is also studied in this book with an emphasis on the future of consumer decision making in the age of New Media, Promotions and Advertising.
--Tia Lancaster 13:00, 8 Aug 2005 (EST)
Adams, R. (2003). www.Advertising: Advertising and Marketing on the World Wide Web. New York: Watson-Guptill Publications. ISBN 0823058611
This book provides an insight into what works in business and what doesn’t on an online environment. The real world examples and opinions provided by professionals on various online advertising and promotional materials that provide an insight into the world in which viral marketing/ advertising thrives and relies. This books explores the technologies that are best utilised in an online environment whilst discussing the design and creative options that can make a campaign stand out. This book not only refers to specific examples but also talks about the Dot. Com environment and generation who are the technologically savvy consumer that highly utilised the internet for both information and entertainment.
--Tia Lancaster 14:05, 8 Aug 2005 (EST)
Rayport, J.(2003) Introduction to e-business, NSW: McGraw- Hill and QUT Custom Publishing. ISBN 7777774301
Although this entire book is not directly related to Viral Marketing/ Advertising there are a few chapters that are particularly relevant to assist in the understanding of the Internets public policy and Regulations, Strategy implementation, Communities and customer bases.
The chapter on online policy and regulation has a section on how the Internet is regulated in regards to privacy and freedom of speech; which are both essential when discussing Viral Marketing/ Advertising.
Community is an interesting concept in consumer behaviour, as new media and technologies change so does the way community is perceived; in regard to both actual and online communities.
Chapter four defines community and explores the dimensions and elements that work together to define communities; the chapter also explores customisation and communication and connection; which are all important concepts in Viral Marketing campaigns.
--Tia Lancaster 17:49, 8 Aug 2005 (EST)
Cappo, J. (2003) The Future of Advertising: New Media, New Clients, New Consumers in the Post-Television Age. New York: McGraw Hill. ISBN 0071403159
There are a couple of chapters in this book, which are useful in establishing a historical and contemporary context for advertising, the book highlights the way that it is changing to incorporate new media and technology. The book explains the cultural shifts in society and the interrelationship of both work and leisure environments. Chapter Nine Reinventing Media, and other variations on the theme: old media are leading the development of new media- with some tech twists, talks about the cultural changes that exist around the changes in technology with television and the shifts that are occurring that are forcing advertisers to look to other means of capturing consumers attention. The utilisation of the Internet is highlighted, the use of interactivity and Advertainment films, that rely on product placement and viral marketing. Chapter Ten, The Internet as a Change Agent explores the way that the internet has reinvented the way that people communicate and interact; as professionals, friends, consumers and publishers. Chapter Twelve explores the prospect Does Advertising have a future? This chapter is important in regard to Viral Marketing/ Advertising as it explores the ideology that the landscape of Advertising as we know it may alter to the point that it no longer exists in the form or performs the functions, as we know it.
--Tia Lancaster 11:33, 9 Aug 2005 (EST)
Thompson, M. and Faith, R. (2003) Researching the Interactive Customer: Integrated Services for the Digital World. New York: Cambridge University Press.
Reaching the interactive consumer is the biggest challenge for Viral Marketing/ advertising campaigners. This book provides an insight into what consumers look for within an interactive solution in both their social and professional lives. This book establishes how new media technologies are becoming increasingly utilised in daily life, and how these technologies are providing increasing opportunities for communication and interactivity. This book describes how the familiarity with online environment, such as email, chat rooms and web browsing increase the consumers expectations of interactivity. This book would appeal to anyone who is interested in the convergence of services and devises --Tia Lancaster 11:55, 9 Aug 2005 (EST)
Tellis, G.J. (2004) Effective Advertising: Understanding when, How and Why Advertising Works. California: Sage Publications. ISBN 0761922539
It is essential when thinking of Viral Marketing/ Advertising to be aware of what constitutes an effective advertising campaign. This book enables the reader to get a grasp of more than 50 years of research and literature and summarise the research for the reader; by so doing the author Tellis dispel advertising myths. This book although it does not directly discuss Viral Advertising in depth, there is no doubt that it provides the necessary background information about the advertising industry --Tia Lancaster 12:23, 9 Aug 2005 (EST)
Virissimo, L. (2005) “Setting the grapevine alight with email,�? iMedia Connection; connecting the marketing community, 6 Jun, from http://www.imediaconnection.com/content/6057.asp.
This article highlights how email-marketing can provides extraordinary results as it enables the marketer to take advantage of the consumers established network base. This article establishes a clear link between Viral Marketing and refer a friend (RAF) marketing. The reader is advised how to utilise the trusted links between the consumer and their email list by transferring the trust of the pre-existing relationship to a specific brand product or service. Both the benefits and possible problems that may be associated with Viral Marketing are discussed. A three-step custom solution plan is provided, enabling further insight into the topic. --Tia Lancaster 15:42, 3 Aug 2005 (EST)
Hein, K. (2005) “Coke Warms to Viral for Ice,�? Brandweek, Vol. 46, Issue 26, p 20.
This article highlights the significance of Viral marketing to campaigns such as Coca Cola Nestle "in the house" video , Budwiser and Buger King Subservient Chicken in creating buz marketing, brand reinforcement and pre promotional awearness of a product through the utalisation of viral marketing. The article provides a brief case study that creats greater awearness of the useful function of Viral Marketing. There is a specific focusses on the the Coke lipton tea “Ice�? campaign whilst providing further reference to the website. --Tia Lancaster 11:45, 4 Aug 2005 (EST)
Lee, J.(2005) “Very Big Ad shows why we still call Carlton a beer: The brewer's new viral ad has proved highly contagious�? Sales & Marketing: smh.com.au, 29 july, from http://businessnetwork.smh.com.au/articles/2005/07/29/2720.html
This Article refers specifically to the Carlton Big Ad campaign; the campaign was initially launched as a viral advertisement and débuted on television on the 7th August 2005.This article discuses the success of the campaign and acts as a comparison to other successful viral campaign. This article is a useful case study that enables the reader to grasp the extent of the effect that a successful viral campaign can have on a product and brand and the reach and frequency that it can achieve.
--Tia Lancaster 16:17, 10 Aug 2005 (EST)
Luhmann, R. (2004) “Misadventures in Viral Marketing,�? Communication Convergence, Vol. 12, Issue 1.
This article explores the convergence of new media and technology and develops an interesting thesis; that just because there is enthusiasm about a product or topic, it does not mean that the general public will be enthused or exited about the product, technological developments, or service. It is purposed through this article that the general public may not be swept away on the wave of enthusiasm as people associated with the industry, universities and research are, and for this reason it is important for people working in the industry to remember this. Luhmann within the article discusses his own research, which utilises viral marketing strategies, and which did not yield desirable results. The article refers both to Luhmann’s personal research and an episode of 60-minute segment, where the so-called “sneaky�? Approach of viral advertising campaigns is “exposed�?. This article is useful as it proves that just because someone tries to utilise a viral marketing campaign, it may not be successful unless it excites the viewer/ subject enough to talk about it, or refer the information to associates.
--Tia Lancaster 11:44, 11 Aug 2005 (EST)
Fernandes, R. (2005) “Viral Marketing: Kill or Cure?�? B&T, 10th August, from http://www.bandt.com.au/news/e8/0c0189e8.asp
Viral marketing kill or cure? Defines viral marketing as “the creation of a message, sending it to people via email and making it entertaining and good enough for people to want to pass it on to others and create chatter about it.�? The article discusses the pro’s and cons of using email as the key tool of viral communication and the effectiveness of the campaign to cut through the inbox clutter and endless forwards and promotions. Through the use of specific viral campaigns the article exemplifies how a viral campaign can both work for and against a brand. For example a fake puma ad was distributed, with a couple performing a sex act, wearing only puma shoes, this campaign was extremely successful and entertained a great deal of people, puma where the only people not impressed with the campaign, it was a similar result with a Nokia phone ad This article highlights a very important issue that needs to be considered by a marketer flirting with the idea of using a viral campaign, there is little control over a campaign once it is released and viruses can be attached to the forward: resulting in damaging reputation for the brand. It is clearly proven within this article that viral campaigns are not suited to the image of all brands or companies. --Tia Lancaster 13:44, 11 Aug 2005 (EST)
Rohrbacher, B. (2000) “The Power of Viral Marketing�? Click Z Network: Solutions for Marketers, 8 November, from http://www.clickz.com/experts/crm/crm_strat/article.php/831941
Rohbacher defines five strands of viral marketing, four of which are considered successful.
This is helpful in breaking down the idea of viral marketing and assisting in a developing a deeper understanding of the motivation behind the way in which campaign can function. The Five strands are as follows; Value Viral, which is based on the idea that people share quality experiences with each other, this can be considered a friendship referrals. Value Viral cannot be “made�? viral, the product itself must be good enough to obtain good references. Guile Viral is when people try to “sell�? to another; it is a form of exchange or incentive; this form of campaign cannot be forced to be viral either. Vital Viral is based on when an individual wants to share their experience with another, but for them to be able to do this the individual may need a program or specific technology. Spiral Viral is the forth category which derives from people wanting to share a funny, dirty or interesting experience with another this form of viral sharing usually occurs with email forwards. Vile Viral is the last, and that usually steams from negative experiences. This article also refers to research on consumer interaction, for example a consumer will inform 12 people of a positive experience
--Tia Lancaster 16:18, 11 Aug 2005 (EST)
This link takes you to the latest advertising Campaign.
This campaign has not been released on main media, however it has had massive expossure all over the world.
The following links takes you to Viral Videos and ads. This website has a great range of advertisements
BMW Films are an awesome example of viral advertising as it relies on product placement and brand association.
The following links take you to a Virgin mobile advertisement that was to controversial to show on main stream media, but found a great deal of publicity through the use of viral marketing
http://www.dmc.co.uk/movies/mangina.mov
42 bellow Vodka takes you to an online sight that features an internet advertisment that is controversial in nature.
Buger King Subservient Chicken
If anyone has any questions about these websites or topic, or know of any other websites that are relevant feel free to email me through this link.
Tutorial Two, Week Two
The use of online collaboration and networking has become a regular occurrence in my life. With the accessibility to broadband which enables always-on applications to continually download and be connected to various networking sites such as kazaa and other multimedia file sharing facilities.
Email is a consistent life line through contact with friends, work and university. With the facilities of MSN enabling me to chat with friends and family with ease. The use of facilities such as My Spaces Blog enables me to stay in contact with friends and family, providing updates and photos.
I have my own personal Blogwhich I use to communicate with friends and family. I use Ebay on quite a regular basis, this enables me to search a variety of products and bid for them online.
--Tia Lancaster 14:23, 15 Aug 2005 (EST)
Tia Lancaster 14:25, 1 Aug 2005 (EST)
The implications of Blogging are that Individuals no longer need to interact on a physical level, either through phone or person to interact. This could have both a positive and negative effect. Positive because it means that people are no longer constricted by time and space. Negative because it means the people no longer have to meet face to face. The implications of eBay are also both positive and negative. Positive because it enables people to sell directly to other people without having large overhead costs. Negative because it reduces traditional jobs in retail. --Tia Lancaster 14:27, 15 Aug 2005 (EST)
