CH 10 DIGITAL AGE– since 2000

Key Terms
AdSense pop-up ad
branded entertainment smart phone
dot-com bubble tablet personal computer
dual marketing or gender-free viral marketing
advertising viral video
Generation Y or Millennials Web 2.0
Generation Z or Internet Generation Webmercials
or Net Generation Creative Philosophers
interactive media Crispin Porter & Bogusky (CP+B)
multicultural marketing R/GA
New Affluent TBWA\Chiat\Day

Review Questions

1. Why has the 2000s been called the “Lost Decade” for Americans?

2. What new approaches did marketers and agencies develop to segmenting

consumer markets, or identifying ever-smaller groups of people who shared
some common characteristic, interest, or problem. What kind of messages did
they create to more effectively reach the American women’s market, the men’s
market, the New Affluent, and Generation Y?

3. How are more marketers preparing for a more diverse general market, as
America becomes more of a multicultural nation in terms of race, ethnicity, and
sexual orientation?

4. What is “branded entertainment”? Discuss the different forms and possibilities

it opened up for advertisers and give examples.

5. How has the era of the Internet brought fundamental changes to media since
the 1990s, evolving from a one-way mass communication into an interactive
communication?

6. The early Web 1.0 was where people read websites but rarely interacted with
them in the 1990s. With Web 2.0 in the 2000s, video, sound, and animation
became commonplace. The next fundamental change may emerge in roughly the
same time frame, or around 2015. So, what will Web 3.0 be like? An evolution of
how we use the web now? A breakthrough in Web technology? Or just a
technological breakthrough in general? In your answer, give specific examples in
the interesting ways in which the Internet will be used in the future.

7. Discuss how advertising agencies created have created new experiences and
conversations with consumers in the 2000s. In particular, how did the work of
Crispin Porter & Bogusky (CP+B), R/GA, and TBWA\Chiat\Day attract attention?