ARC: Connections: Conferences: Winter 2009: News Session Co-Chairs:
Related ARContent: Marketing Communications SIG
Parimal Bhagat, Indiana University Pennsylvania Geraldine Rosa Henderson, University of Texas at Austin
Convergence of Offline and Online Marketing Communications
AMA Winter Educators’ Conference – Tampa Bay, Florida on Saturday, February 21st 5:30-7pm, Room TBA.
In today’s world, there is a continued increase in convergence among offline and online media and messages. For example, Meetup.com provides an opportunity for people to meet online, form groups and subgroups, and then meet up in public places for a continuation of their communities, in person. Also, offline advertising is now available in an interactive form online. For instance, Geico’s Caveman commercials have morphed from TV commercials and print advertising to an online environment in which individuals are able to visit the Caveman’s Crib (www.cavemanscrib.com) and learn much more about them. What used to be purely offline book clubs have now transitioned into vibrant social networks online. These online communities not only offer social communication between consumers but allow product exchange and marketing communications. The blurring of these two communities provides rich context for research. Dr. Bhagat will present “Media Convergence and Marketing Synchronicity”. Then, the Marketing Communications Special Interest Group will conduct a roundtable discussion in which practitioner and academic panelists will discuss the research issues and agenda associated with this convergence.
Practitioner Roundtable Participants (all based in Tampa, FL)
- Pam Moore, Senior Manager, Global Marketing at Hitachi Data Systems
- Paul Swider, PRmarcom consulting at VodaLLC.com
- Kathy Perry, Marketing & Website Advisor
- Steve Scott, President at Starship Internet Marketing
- David Atkinson, Integrated Marketing Strategist and Facilitator
- Nancy Johnson, Media Developer at Moffitt Cancer Center
Academic Participants
- Osei Appiah, Ohio State University
- Parimal Bhagat, Indiana University Pennsylvania
- Oscar DeShields, California State University at Northridge
- Nakeisha Ferguson, University of Texas at San Antonio
- Geraldine Rosa Henderson, University of Texas at Austin
- Jerome D. Williams, University of Texas at Austin