Ad Lib: When Customers Create the Ad
Abstract
Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or on behalf of, the firm and broadcast to relatively passive consumers. With the rise of digital media, the Internet, and inexpensive media software, considerable creative and distributive power has been handed to the consumer. Liberated from the...
Paper Details
Title
Ad Lib: When Customers Create the Ad
Published Date
Jul 1, 2008
Journal
Volume
50
Issue
4
Pages
6 - 30
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Notes
History