Online from: 2002
Subject Area: Strategy
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Article citation: N. Moran, (2012) "Social marketing meets interactive media: lessons for the advertising community", Strategic Direction, Vol. 28 Iss: 6, pp. -
Hill R.P. and Moran N.
International Journal of Advertising, 2011, Vol. 30 Issue: 5, Start page: 815, No of pages: 24
Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest. Unfortunately, models of how social marketing theory and practice should evolve have not been forthcoming, severely limiting the development of appropriate media usage strategies. This paper seeks to resolve this dilemma, in part, via discussion of how social marketing goals and objectives arc challenged and advanced in this new environment. Advertisers must face inherent opportunities and challenges, as failure to do so will leave social agendas unfinished or unresolved, particularly as new and younger generations become principal targets.
Article type: Research paper
Keywords: Advertising, Interactive media, Social marketing