New Media and Advertising

The advent of the innovative technologies and multimedia devices had a significant impact on all spheres of social life and the advertising industry was not an exception. The new media model of advertising opened up a lot of new opportunities for influencing the consumers’ preferences and positive branding of companies, ranging from utilizing the new channels of communication to making the ads more personalized.Advertising We will write a custom essay sample on New Media and Advertising specifically for you for only $16.05 $11/page Learn More Going with the times, the contemporary companies have to meet the requirements of the contemporary market and develop the new media advertising campaigns of their products for the purpose of establishing the contact with customers and creating a competitive edge. The research question is what strategies would allow maximizing the benefits from implementation the interactive advertising strategies and what mea sures need to be imposed for overcoming the limitations of the approach. The development of new communication technologies predetermined both new opportunities and new challenges for the advertising industry. The research by Lombard and Snyder-Duch (2001) is valuable for defining the most effective new media advertising strategies. On the one hand, advertisers can take advantages of the new channels and forms of communication for delivering their messages to the potential consumers. On the other hand, along with the changes in the advertising strategies, the consumers’ understanding of the advertising information became more sophisticated as well. Peltier, Schibrowski, Schultz (2003) noted that advertisers need to adapt to the changing consumers’ characteristics: â€Å"The unique characteristics of the new media require that a database-driven segmentation approach to communication strategy be employed† (p. 114). The segmentation strategy would allow not only de livering ads to the target audience but also making them more customized. The shift to the personalized advertising strategies increases the effectiveness of ads texts, providing the consumers with a wide range of choices of the product information and the manners of its presentation. Yoo (2007) admitted that â€Å"Interactivity is the key characteristic of the new media, which is expected to transform not only the way advertising is designed and implemented but also the manner in which it affects consumers’ opinions and attitudes† (p. 8). Developing the same idea, Lombard and Snyder-Duch (2001) pointed at the option of control of the advertising content as the main indicator of interactivity as the peculiar feature of new media advertising aimed at involving the consumers in the advertising process (Spurgeon, 2008, p. 2).Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Lomb ard and Snyder-Duch (2001) noted that â€Å"Early research and theory regarding the concept of presence provide a valuable framework for developing effective advertising techniques and messages in this new media world† (p. 63). The option of controlling the content, producing the impression of physical presence and involvement in the process of advertising are important for enhancing the effectiveness of new media ads. A mere implementation of the innovative strategies without adapting them to the peculiarities of the policies is insufficient for making the advertising campaign effective. The study by Liu and Shrum (2002) is valuable because along with the discussion of the advantages of the interactivity in contemporary new media advertising strategies, it points at the limitations of the approach. Liu and Shrum (2002) noted that â€Å"The rush to implement interactivity features into a marketing situation must be tempered, or at least mediated, by consideration and underst anding of precisely what interactivity is, what it can do well, and, just as important, what it cannot do† (p. 63). The researchers consider the structural and experiential aspects of interactivity and point at impossibility of overall control of the consumers’ choices which are based on their personal experiences. Stafford and Faber (2005) advised to manipulate the consumers’ curiosity: â€Å"An Internet advertising campaign in which curiosity-generating ads precede product information ads will be significantly more effective than a campaign that uses only product information ads† (p. 176). Hermeking (2005) emphasized the importance of the structural improvement of the web design: â€Å"Site quality which is also equated with usability, establishment of trust, and creation of positive affect during website use are quoted as the most essential website characteristics† (Culture and Internet consumption). Still, even perfecting the flexibility of the web design, cancelling all the annoying pop-ups and maximizing the consumers’ opportunities for controlling the content of the ads, advertisers can hardly influence the consumers’ attitude towards communicating with the company as well as their unwillingness to control their personal information. It is significant that the study by Liu and Shrum (2002) sheds light upon the limitations of interactivity and the main precautionary measures which need to be imposed for the purpose of minimizing the risks and maximizing the effectiveness of the advertising campaigns.Advertising We will write a custom essay sample on New Media and Advertising specifically for you for only $16.05 $11/page Learn More The implementation of the new media advertising strategies may become a real challenge for the companies. It is important not only to integrate the new model into the company’s philosophy for the purpose of going with the times but also to cond uct a research of the target population and the segmentation of the consumers’ base for making the ads more personalized and enhancing their effectiveness. The advertising specialists should bear in mind not only the advantages but also the limitations of the interactivity as the key aspect of contemporary new media advertising model. Reference List Hermeking, M. (2005). Culture and Internet consumption: Contributions from cross-cultural marketing and advertising research. Journal of Computer-Mediated Communication, 11(1), article 10. Liu, Y. Shrum, L. (Winter 2002). What is interactivity and is it always such a good thing? Journal of Advertising, 31 (4): p. 53-65. Lombard, M. Snyder-Duch, J. (2010). Interactive advertising and presence: A framework. Journal of Interactive Advertising, 1 (2): p. 56-65. Peltier, J., Schibrowski, J., Schultz, D. (2003). Interactive integrated marketing communication: Combining the power of IMC, the new media and database marketing. Internatio nal Journal of Advertising, 22: p. 93 – 115. Spurgeon, C. (2008). Advertising and new media. New York, NY: Routledge.Advertising Looking for essay on communications media? Let's see if we can help you! Get your first paper with 15% OFF Learn More Stafford, M. Faber, R. (eds.) (2005). Advertising, promotion and new media. New York, NY: American Academy of Advertising. Yoo, C. (2007). Preattentive processing of web advertising. New York, NY: Cambria Press. This essay on New Media and Advertising was written and submitted by user Tristin Mcintyre to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

7 Resume Mistakes Youre Making That Are Costing You the Job

7 Resume Mistakes Youre Making That Are Costing You the Job At ResumeSpice, we spend a lot of talking to job seekers about how to best present themselves to potential employers. We’ve written quite a bit about it too. However, there are a few universal standards about what not to do on your resume and the team at ResumeSpice has included some of the most common. Regardless of your background and experiences, these mistakes can hurt your chances of landing your dream job. Don’t give misinformationThere are so many reasons not to include misinformation on your resume. Aside from the clear ethical issues, chances are you will be found out. Whether it’s through a reference check or due to the fact that you’re not really that great at the software you claimed mastery of in your resume, time will expose exaggerations and mistruths.   Don’t risk your long-term future for a short-term payoff. Stick to the truth.Lest you think lying on a resume is limited to entry level candidates, here are some high-profile exampl es of higher-level candidates who were caught.Don’t include your nationality, religion, age, or other â€Å"protected† informationThis is particularly relevant to candidates from outside the U.S. where it may not only be accepted, but expected to include information about nationality, age, religion, and other protected classes. But if you’re applying for a job in the U.S., you’ll want to leave this information off.Certain groups of the workforce are protected classes under federal law. As such, employers can be held liable for not hiring someone based on their fitting within certain protected classes, so including that information can make them skip over you to avoid any accusations of discrimination later on.Don’t list your referencesEmployers know that you have references, and it’s understood that they’ll ask for them once they’re seriously considering your candidacy. Don’t waste valuable space on your resume by includ ing references. Don’t even write â€Å"references available by request.†Don’t include meaningless pufferyThere are words and phrases that don’t mean much on your resume. Those phrases like â€Å"team-player,† â€Å"hard-worker,† â€Å"excellent communicator† are all ones you should avoid. The first and most obvious reason is that it takes up space. The second is that those are qualities that every employee should have. If you need some soft skills to include on your resume, demonstrate how you’ve put them in action. Have you led a team? Given presentations and received great feedback? Sharing examples is more powerful than including a list of generic terms.Don’t leave out pertinent informationPertinent information are things like the dates of employ at each company and your contact information (yes, people actually leave out their contact information).Your tenure at each company is important to recruiters, so do yourself a favor and make sure they’re listed. If you’re worried about a career gap, there are several ways you can overcome that on your resume, or you can address it in a cover letter.Don’t include jobs from 20+ years agoIf you have a solid resume and career experience, there’s no need to include the snow cone stand you worked at in high school.   The jobs from long, long ago are likely irrelevant to the types of jobs you’re seeking now. The only time a job during high school might be acceptable to include is if you’re a recent graduate.Don’t use the same resume for each applicationEach company you’re applying to is unique in the sense that they all have different business goals and needs. That’s why they advertise specific qualifications. For each role, pick out several key words that feel really important to the job and interlace your resume with them.   For example, if a company writes that agency experience isn’ t required, but it’s preferred, you’ll definitely want to highlight any agency experience you might have.Everyone wants their resume to stand out, but it needs to stand out for the right reasons, and we think it’s just as important to understand what not to do as it is to understand what to do. We welcome you to visit  ResumeSpice  for more help.About ResumeSpice: ResumeSpice is an online career services company, offering a comprehensive menu of career services to help job seekers land the job of their dreams. From resume writing to cover letter, interviewing, LinkedIn, and career coaching services, job seekers are able to select from a suite of options that meet their needs. ResumeSpice was developed by recruiters based on first-hand knowledge of what recruiters, hiring managers, and HR professionals are really looking for in a successful candidate. For more information, visit  www.resumespice.com.