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dc.contributor.authorSinclair, J
dc.contributor.authorWilken, R
dc.date.available2014-05-22T02:35:25Z
dc.date.issued2009-08-01
dc.identifierhttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000269810600009&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=d4d813f4571fa7d6246bdc0dfeca3a1c
dc.identifier.citationSinclair, J. & Wilken, R. (2009). SLEEPING WITH THE ENEMY: DISINTERMEDIATION IN INTERNET ADVERTISING. MEDIA INTERNATIONAL AUSTRALIA, 132 (132), pp.93-104. https://doi.org/10.1177/1329878x0913200110.
dc.identifier.issn1329-878X
dc.identifier.urihttp://hdl.handle.net/11343/31123
dc.description.abstractThe advent of internet advertising has changed the basis of the intermediary role which the advertising agency traditionally has occupied between advertisers and the media. This is disintermediation, or ‘cutting out the middle man’. The intrinsic and distinctive properties of the internet as a commercial medium, and its interactive character, have given rise to the phenomenon of search advertising, which diminishes the need for an advertising agency. This article outlines and analyses the challenge which Google and the other search services pose to advertising agencies, and the strategies which the global advertising industry has been taking up in response. In particular, evidence of Google's steps towards assuming the functions of an advertising agency, and even of a traditional advertising media owner, are canvassed, and set against an account of the global agency groups’ moves into specialist digital companies, and how they are working with the search services.
dc.languageEnglish
dc.publisherUNIV QUEENSLAND PRESS
dc.subjectCommunication and Media Studies
dc.titleSLEEPING WITH THE ENEMY: DISINTERMEDIATION IN INTERNET ADVERTISING
dc.typeJournal Article
dc.identifier.doi10.1177/1329878x0913200110
melbourne.peerreviewPeer Reviewed
melbourne.affiliationThe University of Melbourne
melbourne.affiliation.departmentHistorical and Philosophical Studies
melbourne.source.titleMedia International Australia Incorporating Culture and Policy: quarterly journal of media research and resources
melbourne.source.volume132
melbourne.source.issue132
melbourne.source.pages93-104
dc.description.pagestart93
melbourne.publicationid130701
melbourne.elementsid313529
melbourne.contributor.authorSinclair, John
melbourne.contributor.authorWILKEN, ROWAN
dc.identifier.eissn2200-467X
melbourne.accessrightsThis item is currently not available from this repository


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