Social and Out-of-Home media
Online social media have fundamentally changed the way that brands communicate with consumers. By creating an array of virtual forums in which brands and their customers can interact, they have eroded the monopoly once held by advertisers on the authorship of mass communications and fostered demand for marketers to engage more meaningfully with their consumers.
Social media have impacted the way that other media channels are understood to function as well. They allow television audiences to engage in real-time, backchannel conversations and enable the use of advertisements as prompts for consumer brand advocacy. More broadly, by...