Digital Advertising
(Sprache: Englisch)
This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive...
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Klappentext zu „Digital Advertising “
This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive the world's largest media companies, this second edition charts the scope of recent change at both analytical and creative levels. Accounting for a re-shaped advertising industry, this key text introduces the reader both to the practical make-up of digital advertising, and the theory needed to understand its history and future direction.Succinct and accessible, this is an ideal text for undergraduate courses in advertising, media studies, communications and marketing. This timely and engaging book is also an essential resource for academics and anyone interested in advertising and what funds modern media.
Inhaltsverzeichnis zu „Digital Advertising “
1. Digital: The Capacity to do Things They Never Could Before.- 2. The History and Business of Digital Advertising.- 3. How it Works: Standard Digital Media.- 4. How it Works: Non-Standard Digital Media .- 5. Creativity.- 6. Beyond interruption: Attention, Authenticity and Being Native.- 7. Media hacking .- 8. Adblocking and Fraud: Threats to Advertising.- 9. Advertising to Children: Regulations and Ethics for Digital Media.- 10. Ad-tech: Analytics, Big Data, Profiling and Identity.- 11. OOH Empathic Media: Emotiveillance and the Future of Out of Home Advertising.- 12. Privacy: The Case of Mobile Apps for Android.- 13. Conclusions: Reconciling Art and Science in Advertising.
Autoren-Porträt von Andrew John Mcstay
Andrew McStay
Bibliographische Angaben
- Autor: Andrew John Mcstay
- 224 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Macmillan Higher Education
- ISBN-10: 1137494344
- ISBN-13: 9781137494344
- Erscheinungsdatum: 04.10.2016
Sprache:
Englisch
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