2011•아시아디지털아트앤디자인학회 학술대회 자료집Requires access
A Conceptual Definition of New Media Advertising
Nam, Kristen Koeun, Kim, Hyunsuk
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Abstract
The appearance of the new media had exerted great influence on every aspect of the society by changing a consumer’s individual life as well as geographical features of the advertising industry. The appearance of the internet as a new media had brought about changes to the individual and the society as it had come into wide use by combining functions of existing media to supplement or replace. Various types of media and channels showed up and lots of changes occurred in the advertising market as the boundary of broadcasting communication was collapsed with development of such a digital technology. Especially, the advertising had presently evolved in the way that the online-based bidirectional advertising was activated and interacted with a user. The interest in the use of digital media and its application tended to be increased as changes in today’s media, consumers, and the marketing environment had showed limitations in applying traditional ways of advertising media, and it became harder and harder to gain communication effects that a consumer wanted through simple integrated advertising strategies. Therefore, this study judged a need to reestablish the concept of new media or digital media advertising prospecting the changing environment. The study examined the concept of the present advertising from the academic, marketing, and media perspective. All three perspectives have a commonality of emphasizing a consumer-oriented interaction, but media characteristics of ATL, BTL, Interactive AD, IMC, Cross Media and Media Creativity resulting distribution in place was found to have limitations. Therefore, it was determined that this study of the current new media or digital media advertising concepts requires a change in perspective, it is not a media-centric perspective, type of media, media exposure or the expansion of contacts but consumers and consumers, media and consumers, or in understanding the relationship of media and media should be discussed in terms of contextual claim.