- What is the key to successful online advertising?
A 5000 word dissertation – read, comment & download
- From the essay:
"Today people are living in a world of nonlinearity and constant change. Especially when it comes to the worldwide web and the age of Web 2.0, a lot of brands have lost connection with their target audience and desperately struggle how to successfully reconnect.
As a result what one can witness, is a shift in Marketing which leads to a change from traditional to interactive advertising. The outcome is a transformation from passive to interactive users, consumers are converting into prosumers, the content changes from a static into an active one and the timeframe of a campaign is progressively “open“ and expandable.
Moreover, people are the new currency and customers become products traded by brands. Corporations are redirecting their budget from media outlets, towards customers."
The essay investigates what it takes to produce effective advertising and provides three representative case studies (Old Spice, Burger King, Pepsi). This dissertation was written within 3 months and is one of the four modules of the graphic design [BA] programme at the Prague College. Copyright by Filip Triner 01/2012.
About the cover:
The cover is hold by a typical sales label to catch the reader`s attention and trigger him to answer the question by looking at the backside of it. The answer reveals that " people are the new currency and customers become products traded by brands." ( –the reason why it is printed on a label).
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