The purpose of this professional report is to more precisely define social media tools and consumer-generated media and consider their effects on advertising campaigns in the digital age. By examining the rather controversial “Motrin Mom” campaign, certain insights arose, including the necessity to embrace the concepts within the micro-targeting of demographics and the testing and measuring of consumer-generated media. / text
| Identifer | oai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2009-12-574 |
| Date | 26 August 2010 |
| Creators | Welch, Jenna Brook |
| Source Sets | University of Texas |
| Language | English |
| Detected Language | English |
| Type | thesis |
| Format | application/pdf |
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