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    Social media tools, consumer-generated media and the need for micro-targeting in the digital age

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    WELCH-MASTERS-REPORT.pdf (264.6Kb)
    Date
    2009-12
    Author
    Welch, Jenna Brook
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    Abstract
    The purpose of this professional report is to more precisely define social media tools and consumer-generated media and consider their effects on advertising campaigns in the digital age. By examining the rather controversial “Motrin Mom” campaign, certain insights arose, including the necessity to embrace the concepts within the micro-targeting of demographics and the testing and measuring of consumer-generated media.
    Department
    Advertising
    Description
    text
    Subject
    Social media
    Micro-targeting
    Consumer-generated media
    Digital
    URI
    http://hdl.handle.net/2152/ETD-UT-2009-12-574
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    • UT Electronic Theses and Dissertations

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    • facebook
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    • CONTACT US
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    • Adobe Reader
    Subscribe to our NewsletterGive to the Libraries

    © The University of Texas at Austin