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The Selling Game: A New Era in Advertising

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Abstract
The Internet and low-cost digital production methods have given marketers powerful new tools. This program explores the results: a new wave of advertising that relies increasingly on consumer-generated content and rejects the ad forms of conventional television. Featuring interviews with Matt Creamer of Advertising Age, Joseph Jaffee of the marketing company Crayon, Kevin Roberts of Saatchi & Saatchi Worldwide, and others, the program presents several ad campaign case studies. These include Sunsilk Shampoo’s Wig Out initiative, Dorito’s call for homemade commercials, and—perhaps the godfather of consumer-generated ads—the Diet Coke and Mentos online phenomenon.
Collection
Harry A. Sprague Library Collection
Subject
User-generated content -- Marketing, Advertising -- 21st century, Advertising campaigns -- 21st century
Contributors
Macdonald, Ann-Marie (Narrator), Teskey, Susan (Director), Teskey, Susan (Producer), Teskey, Susan (Writer), Canadian Broadcasting Corporation Documentary Unit, Films for the Humanities & Sciences (Firm)
Duration
00:43:57 (HH:MM:SS)
Language:
English
Target or Intended Audience
Higher education
Copyright Holder
Name Films Media Group (Firm)
RolePublisher
Telephone800-257-5126
Address200 Metro Blvd. Suite 124 Hamilton, NJ 08619
Email[email protected]
Rights Declaration:
This video is protected by copyright. You are free to view it but not download or remix it. Please contact the licensing institution for further information about how you may use this video.
Persistent/Share URL
https://54098.surd9.group/show.php?pid=njcore:21653
Basic LTI parameter
pid=njcore:21653
PID
njcore:21653
Metadata
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