Overview

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. New to this Edition: - Fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition - Added coverage of topics including: the creative uses of technology, novel modes of storytelling, adblocking, the pre-eminence of analytics and big data, privacy, growing interest in data about emotional life, and alarm about the role of artificial intelligence and automation in advertising - Increased number of case studies and analyses of campaigns

Full Product Details

Author:   Dr. Andrew McStay
Publisher:   Bloomsbury Publishing PLC
Imprint:   Red Globe Press
Edition:   2nd edition
Dimensions:   Width: 15.60cm , Height: 1.40cm , Length: 23.40cm
Weight:   0.503kg
ISBN:  

9781137494337

ISBN 10:   1137494336
Pages:   224
Publication Date:   14 October 2016
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

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.

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Author Information

Andrew McStay is Reader in Advertising and Digital Media at the University of Bangor, UK.

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