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Advertising & Digital Technologies Essay Plan

Rob Miller | Monday September 26, 2011

Categories: A Level, Eduqas (WJEC) A Level, WJEC A2, WJEC A2 Media Studies, WJEC AS, WJEC AS Media Studies, Advertising, More on Advertising, Viral Advertising, New Media, Convergence, Digital Media, Internet, New Technologies

Explore the impact of Digital Technologies on Advertising

Key Teaching Areas

  • The impact on Production (identify new digital forms of advertising and the effect on traditional media forms)
  • Advertising and Media Convergence
  • Narrative vs. Interactive Narrative (new technology)
  • Changes to Target Audiences e.g. the Internet and Narrowcasting
  • New forms of Distribution
  • Case Study e.g. ad2-one – the relationship between text, industry and audience

Advertising & New Technology

The Internet

  • Types of advertising formats sold are Banners, Skyscrapers (down the side of a web page), Buttons, Top-ups (boxes in front of the page), DHTML/Flash Animations etc. (DHTML is Dynamic Hyper-text mark up language), they are normally moving adverts e.g. a ski lift going up and down on www.ifyouski.com. The site will charge more for these advertising formats because they are more intrusive (they interfere more with the site).

  • An average DHTML will cost £45 per 1000 ad impressions served. Banners will be cheaper – £20 per thousand. Adverts are normally sold by the 1000. Ad or page impressions are basically ‘hits’ on a website but they are more complex due to they way they are tracked. Popular sites can receive up to 10 million page impressions per month.
  • Success is measured in several ways. As well as measuring ‘hits’ or page impressions, websites can track the site, or parts of the site you are accessing. This is called Unique Users – if you access a site from home your PC reveals a four digit number. Unless you fill in a subscription form the site cannot access your details, but can record what parts of the site you are visiting. It can build up a user profile by leaving small code or text into your Internet temporary file which they can ‘ask questions of’ (it can be disabled).
  • This process is called being ‘cookied’. Cookies build up user profiles e.g. if you are the type of person that always fills in car competitions then a database...

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