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The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public’s attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments.
From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way.
Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.
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ANDREW MCSTAY is Senior Lecturer for London College of Communication, University of the Arts London, UK. He has also published journals and texts in the areas of advertising, creativity, digital media, ethics and war reporting through new media.
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Book Description Palgrave Macmillan, 2009. Paperback. Condition: New. Brand New!. Seller Inventory # VIB0230222412
Book Description Palgrave Macmillan, 2009. Condition: New. book. Seller Inventory # M0230222412
Book Description Palgrave Macmillan. PAPERBACK. Condition: New. 0230222412 New Condition. Seller Inventory # NEW7.0055788
Book Description Paperback. Condition: New. NEW. Seller Inventory # CALF 44