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Introduction

This article is about the new media for advertising in which it describes a literature review of emerging models of advertising. The paper considers ‘conversational' interaction with consumers as another technique that has been successfully used to market new media usage, most notably to drive consumer adoption of mobile phone data services. It also highlights the international significance of the mobile phone as an immensely popular new media platform. Also Two case studies of recent successful advertising campaigns for mobile services are used as exemplars of the ways in which advertisers and agencies can actively seek out and make use of consumer creative input within an active campaign

Key Issues

• How new media will impact on advertising?
• Understanding the closing gap between new media consumers and new media producers.
• Consumer interaction is of central importance to the culture and economies of new media businesses in the world today.
• The......

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Approximate Word Count: 433
Approximate Pages: 2 (250 words per double-spaced page)

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