By Anne M. Cronin

ISBN-10: 0230283012

ISBN-13: 9780230283015

ISBN-10: 1349303704

ISBN-13: 9781349303700

Supplying a close account of up to date outside advertisements and its dating with city house, this ebook examines what the outdoors advertisements tells us concerning the advertisement creation of city house, what practices display approximately modern capitalism, and the way advertisements and billboard buildings interface with areas of the town

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Extra info for Advertising, Commercial Spaces and the Urban

Example text

But although the validity and reliability of these research practices and resulting data are viewed even within the industry as suspect, they function efficiently as an industry currency. They play a key role in producing and maintaining commercial relationships between media owners, media agencies and clients. And data can be used as a decisionsupport technology, a post-rationalisation, or an alibi for commercial decisions. As all parties in the industry agree to the system, this use of data ‘stitches together’ these market relationships enabling them to function smoothly (see Cronin 2004 b, c).

The subjects were given PDA (Personal Digital Assistant) diaries for 7 days to record their daily practices including a focus on lifestyle, media consumption, travel patterns and time spent outdoors. This initiative was designed to formulate and stabilise the field of advertising relationships, but it constitutes a finely balanced dynamic in which the stabilisation of the field of the market is set in a productive tension with the drive for internal competition. g. 7 One practitioner describes this dynamic: Proprietary thinking, proprietary tools, proprietary insight from industry systems that exist, that’s important because it creates individuality and point of difference and it’s what generates business and why you are more successful or less successful than your competitors.

And you can do it quite cheaply. You can just take six arterial routes and have a poster on each of them and everyone thinks that they’ve seen the biggest brand around. (director, advertising agency) 3 Indeed, media owners of outdoor advertising sites promote it as one of the few ways to reach a mass market in today’s context of the fragmentation of media and audiences. 24 Advertising, Commercial Spaces and the Urban Media owners such as JCDecaux, Clear Channel Outdoor, CBS Outdoor (formerly Viacom), Titan and Primesight construct and maintain poster sites.

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Advertising, Commercial Spaces and the Urban by Anne M. Cronin


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