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ABSTRACT
How do advertising practices need to adapt and change in order to effectively engage new media consumers? Integration has been an important, overarching industry response in recent decades (Cappo 2003; Turow 1997). More recently, branded content has attracted a lot of attention as an integrated technique that is potentially well-suited to nationally and internationally recognized brands (Donaton 2004). This 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, but one which has generally developed “under the radar” (Bond 1998) of much academic and trade literature.
Additional information
Dr. Christina Spurgeon lectures in Media and Communication in the Creative Industries Faculty at Queensland University of Technology, Brisbane, Australia. This article is based on research for a larger project supported by an Australian Research Council Discovery grant, “Internationalising Creative Industries: China, the WTO, and the Knowledge Based Economy”. I am grateful to my co-collaborators, John Hartley, Stuart Cunningham, Stephanie Donald, and Terry Flew for their input to this article as well as to the Editors and reviewers of JIAD who provided extremely useful comments. Email: [email protected]