Reading Materials 1

These are a few reports about internet advertising from other countries. I find their frameworks relevant and useful to answer my essay question.

Below are the frameworks modified into a Malaysian context.

Frameworks that I can make use of

AMAS Ltd. (2010) RTE Background document: Digital advertising and its impact on traditional publishers. [Online] Available at: http://amas.ie/wp-content/uploads/Digital-Advertising-and-Traditional-Publishers-_RTE-response-to-NNI-PRINT-VERSION_-Nov-16_FINAL.pdf [Accessed: 13 December 2013].
- a modified version to answer my question:

  ~ Malaysian audiences have moved online?

  ~ is there a global shift in advertising spend towards digital? + reasons to support

  ~ how is Malaysian digital advertising doing, competition with international digital distributors?

  ~ has it challenged Malaysian print advertising?

  ~ what strategies are taken to counter this trend?

  ~ conclusion: what opportunities and challenges are taken/ missed by print advertising in this information era

Digital Direction. (2010a) White Papers: Interactive Advertising - A new value chain. [Online] Available at: http://ddrxn.com/wordpress/wp-content/uploads/INTERACTIVE-ADVERTISING-WHITE-PAPERS-PART-2.pdf [Accessed: 13 December 2013].
- another one:

  ~ overview of changes to the value chain

  ~ increase in consumer power

  ~ new opportunities and challenges for advertisers

  ~ media distributors - consolidation and fragmentation

  ~ advertising agencies - new structure and roles

  ~ advertising enablers - new intermediaries

Digital Direction. (2010b) White Papers: Interactive Advertising - the Singapore context. [Online] Available at:  http://ddrxn.com/wordpress/wp-content/uploads/INTERACTIVE-ADVERTISING-WHITE-PAPERS-PART-3.pdf [Accessed: 13 December 2013].
- and another one:

  ~ advertising value chain in Malaysia

  ~ economic contribution from digital advertising and print advertising

  ~ current state of the advertising value chain

  ~ areas of strength (information, monetisation, education and talent, infrastructure and content)

  ~ areas of weakness (consumers, advertisers, media distributors, advertising agencies, advertising enablers)