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OverviewThe 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. Full Product DetailsAuthor: Andrew McStayPublisher: Palgrave Macmillan Imprint: Palgrave Macmillan Dimensions: Width: 16.00cm , Height: 2.00cm , Length: 24.00cm Weight: 0.555kg ISBN: 9780230222403ISBN 10: 0230222404 Pages: 288 Publication Date: 12 November 2009 Audience: College/higher education , Tertiary & Higher Education Format: Hardback Publisher's Status: Active Availability: In Print This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsIntroduction The History and Business Environment of Digital Advertising Forms and Content: Beyond the Pop-up The Business Practice and Cultural Contours of Dataveillance Conceiving User Approaches to Digital Advertising Policy and Regulation Creativity, Science and the New Consumer Conclusions, Ethics and Future DirectionsReviewsAuthor InformationAndrew McStay is Senior Lecturer for London College of Communication, University of the Arts London, UK. His other publications examine advertising, consumerism, creativity, dataveillance digital media, interactivity and viral culture. Tab Content 6Author Website:Countries AvailableAll regions |