Social media tools, consumer-generated media and the need for micro-targeting in the digital age
| dc.contributor.advisor | Burns, Neal M., 1933- | en |
| dc.contributor.committeeMember | Wilcox, Gary | en |
| dc.creator | Welch, Jenna Brook | en |
| dc.date.accessioned | 2010-08-26T22:03:58Z | en |
| dc.date.available | 2010-08-26T22:03:58Z | en |
| dc.date.available | 2010-08-26T22:04:02Z | en |
| dc.date.issued | 2009-12 | en |
| dc.date.submitted | December 2009 | en |
| dc.date.updated | 2010-08-26T22:04:03Z | en |
| dc.description | text | en |
| dc.description.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. | en |
| dc.description.department | Advertising | |
| dc.format.mimetype | application/pdf | en |
| dc.identifier.uri | http://hdl.handle.net/2152/ETD-UT-2009-12-574 | en |
| dc.language.iso | eng | en |
| dc.subject | Social media | en |
| dc.subject | Micro-targeting | en |
| dc.subject | Consumer-generated media | en |
| dc.subject | Digital | en |
| dc.title | Social media tools, consumer-generated media and the need for micro-targeting in the digital age | en |
| dc.type.genre | thesis | en |
| thesis.degree.department | Advertising | en |
| thesis.degree.discipline | Advertising | en |
| thesis.degree.grantor | The University of Texas at Austin | en |
| thesis.degree.level | Masters | en |
| thesis.degree.name | Master of Arts | en |