Advertising in the Digital Age (ePub)
Theories and Practices
(Sprache: Englisch)
Advertising is everywhere.
Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.
What's more, advertisers are becoming more savvy than ever,...
Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.
What's more, advertisers are becoming more savvy than ever,...
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Advertising is everywhere.
Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.
What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically.
So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.
Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.
What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically.
So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.
Autoren-Porträt von Sevil Yesiloglu, Joyce Costello
Dr Sevil Yesiloglu is senior lecturer in Marketing at Queen Mary University of London. Sevil is Associate Fellow of HEA. Before joining Queen Mary University of London, Sevil was a senior lecturer and course leader in Advertising at London College of Communications (UAL). She has contributed to policy work in influencer culture, impact of influencers on advertising and the digital economy, and is cited in various UK and European government documents. Sevil's research, teaching and consultancy projects cover digital aspects of advertising and marketing including online harms, brand-related content, influencer marketing and social media engagement. Dr Sevil Yesiloglu is co-editor of Influencer Marketing: Building Brand Communities and Engagement (2020).
Bibliographische Angaben
- Autoren: Sevil Yesiloglu , Joyce Costello
- 2024, 1. Auflage, 304 Seiten, Englisch
- Verlag: SAGE Publications
- ISBN-10: 1529679567
- ISBN-13: 9781529679564
- Erscheinungsdatum: 09.04.2024
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- Dateiformat: ePub
- Größe: 5.29 MB
- Mit Kopierschutz
Sprache:
Englisch
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