Social media tools, consumer-generated media and the need for micro-targeting in the digital age
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Date
2009-12
Authors
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.
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