CARF UPDATE: APRIL 2009

The following articles are now available for online reading. These include the full versions of articles partially presented in the March 2009 newsletter, plus additional material available only online. A CARF member password is required to view the full articles. Also, see the highlights of presentations from the 2009 Advertising Week.

Understanding the appeal of User-Generated Media: a uses and gratification perspective
An in-depth analysis of the appeal of UGM, which have grown from the bulletin boards of the 90s into a social phenomenon encompassing blogs, media-sharing, social networking and more. >>

Direct marketing and relationships: An opinion piece
As marketers try to achieve behavioural loyalty through closer relationships with their customers, this paper explores the complementary effect of relationship marketing with direct marketing. >>

Regulating online advertising: the benefit of qualitative insights
Whilst there is no direct evidence of the need to control advertising on the internet currently, there is a case for pre-emptive public policy action before the industry is besieged by complaints from offended or misled consumers. >>

Social media's emerging communications model
Social media is one of the most important trends to challenge existing models of brand communications. A report on the debate over whether social media require a new model for brand communications, and how agencies put this into practice. >>

US media winners and losers in the downturn
With the US now officially in recession, a detailed analysis of which media sectors will be most resilient, and therefore which will be most vulnerable, to an extended advertising slump. >>

Online exclusive:
Use of the Internet and traditional media among young people
Based on studies in Hong Kong, a look at the ways young people use today's most prominent mass medium, the internet, and how social marketers can design strategies about media messages and channel selections to reach them in a cost effective manner. >>