Consumers are now generating, not just a lot of advertising. Implications for brands, marketers and managers are important. Advertising has traditionally been generated by or on behalf of the firm and broadcast on a relatively passive consumer. With the advent of digital media, the Internet, software and low-cost media, significant creative and distribution power was transferred to the consumer. Liberated from the exclusive control of the company, announcements now express many different voices. Some ads blasting, other offerings, but the fact remains that the company is no longer in the exclusive control of the message. Using a number of high profile cases in this article examines the motives that drive consumers to create their own ads and develop typologies ads created. It develops models for different policy positions that the firm may take in response to this phenomenon, so that managers can anticipate and thus more effectively deal with some of the extreme consequences of the release of advertising. "Hide
by Pierre R. Burton, Leyland Pitt, Colin Campbell Source: California Management Review 26 pages. Publication Date: August 1, 2008. Prod. #: CMR401-PDF-ENG
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