How Has Digital Media Changed the Basic Principles of Advertising?
Date of Award
5-18-2012
Document Type
Undergraduate Capstone Project
Degree Name
Master of Professional Studies
Organizational Unit
University College, Communication Managament
Disciplines
Organiz. & Prof. Communication
First Advisor
Lora Louise Broady
Keywords
Advertising principles, Marketing, Art director, Marketing director, Design
Abstract
Digital media has caused profound changes in advertising design. Professionals in the advertising field have to adapt to this digital platform to successfully reach their target market. Advertising design is firmly rooted on three core principles: the need to be original, memorable, and credible. This capstone seeks to investigate these principles within the digital context and how professionals can adopt new media platforms while still keeping the core principles at the heart of their advertising. Interview results from a range of advertising professionals indicate that although digital media has changed the landscape, the core design principles remain firm and are more important than ever. A recommendation is included for an activation plan for OtterCares' 2013 campaign which emphasizes these principles.
Publication Statement
Copyright is held by the author. Permanently suppressed.
Recommended Citation
Syltie, Heather A., "How Has Digital Media Changed the Basic Principles of Advertising?" (2012). University College: Communication Management Capstones. 86.
https://digitalcommons.du.edu/ucol_comm/86