Digital Advertising : Theory and Research

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Shelly Rodgers is Professor of Strategic Communication at the Missouri School of Journalism. With more than $18.5 million in grant support, her research focuses on advertising, health, and new technology.

Esther Thorson is Professor of Journalism at the College of Communication Arts and Sciences at Michigan State University. She spent 23 years as Associate Dean of Journalism at the University of Missouri.