DIGITAL NATIVES
The Point-of-Purchase Advertising Institute (POPAI) has a wealth of information about point-of-purchase (POP) advertising. One does not usually associate POP with the “wired world.” POPAI hopes that its Web viewers will learn more about POP and how it can be used in advertising. Who knows, in tomorrow’s world POP may appear in the e-commerce stores or in your personal Web spaces. Sound too strange? Data indicate that many alternative media forms are being adapted by industry and consumers to the “wired world.” Since POP is highly effective in the retail environment, you might be able to consider how useful it might be to capture the attention of the digital consumer.
Go to the POPAI Web site at http://www.POPAI.org and read the summary of one of the books available for viewing. You’ll find your book options at the bottom of the opening page of the organization’s Web site. Summarize what you have learned from the chosen e-book. Lastly, comment on what you perceive the future of POP to be.
ETHICAL DILEMMA
Do you download software, movies, or songs without considering the legality of what you are doing? Even though this practice has consequences for some, many don’t see unauthorized downloading as necessarily bad or harmful to anyone. Using Google or another search engine, research copyright, file sharing, and music downloads to learn more about the current state of the downloading practice and any penalties associated with it. A good starting place would be the United States Copyright Office’s Web site at http://www.copyright.gov.
Visit RealNetworks at http://www.realnetworks.com. RealNetworks has developed a software product (see the RealPlayer product category) that allows computers to rip information from a disk in just a few moments. This information can later be transferred to other disks. At present this process is legal. Examine RealNetworks’ description of their products and services.
What future ethical dilemma do you think such products as RealPlayer might cause? As a consumer, do you think a positive or negative buzz should be started about such products? As an advertising executive, what would be your stance on accepting companies that made software of this nature as clients? Take a stance and discuss your position in class. Discuss your position with peers or have a minidebate about the issues and positions.