" A product is something made in a factory. A brand is something that is bought by a consumer. A product can be copied, a brand is unique. A product can be quickly outdated, a successful brand is timeless."- Stephen King JWT 1970
Hi! I am Katherine! An enthusiastic third year Advertising Management, Marketing and Digital Communication student from Buckinghamshire New University who will succeed in any environment.
My interest in Advertising and Marketing stems from discovering my creative side through my Media studies. It dawned on me that media is such a powerful tool that whether it’s the news on TV or a magazine advertisement it can induce people to buy a certain product or to support a cause.
I would like to pursue a career in media buying as I completed a dissertation on “in the age of personalised and digital advertising, what does the future hold for out of home advertising?” and upon completion I realised how much I would love to work in that sector. It is so fascinating Out- of-home (OOH) advertising is a very powerful media that reaches a large number of consumers. Just when we though OOH might have been surpassed by social media and technology, marketers are keeping up with modern trends in technology in order to keep ‘Out Of Home’ engaged. My dissertation mainly focused on identifying current personalised and digital OOH advertising and its impact on consumers, as well as critically evaluating new developments in OOH advertising. It mainly focused on the digital billboard that recognises passers-by and target them with customised advertising that reflect their personal interests, it then analysed the degree of infringement of technology on the personal lives of consumers and its effects of data privacy. The results were interesting, it was clear that digital OOH will continue to enhance, and that is if it will have to infringe in consumers’ personal lives in order to produce in depth data to increase Return on investment. However the outcomes have gone amiss causing consumers to be more aware of their privacy. I then concluded the dissertation with recommendations, hoping that positive changes could be made to prevent further negative experiences and instead offer compromising suggestions. Despite the stress of the research, I enjoyed the originallity of the thesis topic and I am thrilled that I made the decision to go ahead with the topic as now I know this is something I am interested in looking into. If you with to read the dissertation, please refer to the Contact page and email me.
Thank you
Katherine G
PS. Below is my resume
My interest in Advertising and Marketing stems from discovering my creative side through my Media studies. It dawned on me that media is such a powerful tool that whether it’s the news on TV or a magazine advertisement it can induce people to buy a certain product or to support a cause.
I would like to pursue a career in media buying as I completed a dissertation on “in the age of personalised and digital advertising, what does the future hold for out of home advertising?” and upon completion I realised how much I would love to work in that sector. It is so fascinating Out- of-home (OOH) advertising is a very powerful media that reaches a large number of consumers. Just when we though OOH might have been surpassed by social media and technology, marketers are keeping up with modern trends in technology in order to keep ‘Out Of Home’ engaged. My dissertation mainly focused on identifying current personalised and digital OOH advertising and its impact on consumers, as well as critically evaluating new developments in OOH advertising. It mainly focused on the digital billboard that recognises passers-by and target them with customised advertising that reflect their personal interests, it then analysed the degree of infringement of technology on the personal lives of consumers and its effects of data privacy. The results were interesting, it was clear that digital OOH will continue to enhance, and that is if it will have to infringe in consumers’ personal lives in order to produce in depth data to increase Return on investment. However the outcomes have gone amiss causing consumers to be more aware of their privacy. I then concluded the dissertation with recommendations, hoping that positive changes could be made to prevent further negative experiences and instead offer compromising suggestions. Despite the stress of the research, I enjoyed the originallity of the thesis topic and I am thrilled that I made the decision to go ahead with the topic as now I know this is something I am interested in looking into. If you with to read the dissertation, please refer to the Contact page and email me.
Thank you
Katherine G
PS. Below is my resume