Digital Advertising
eBook - PDF

Digital Advertising

  1. 224 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Digital Advertising

About this book

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

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Yes, you can access Digital Advertising by Andrew McStay in PDF and/or ePUB format, as well as other popular books in Social Sciences & Media Studies. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Red Globe Press
Year
2017
Print ISBN
9781137494337
eBook ISBN
9781137494351
Edition
2
Topic
Social Sciences
Subtopic
Media Studies
Index
Social Sciences

Table of contents

  1. Cover
  2. Contents
  3. Illustrations
  4. Chapter 1 Digital: The Capacity to do Things They Never Could Before
  5. Chapter 2 The History and Business of Digital Advertising
  6. Chapter 3 How it Works: Standard Digital Media
  7. Chapter 4 How it Works: Non-Standard Digital Media
  8. Chapter 5 Creativity
  9. Chapter 6 Beyond Interruption: Attention, Authenticity and Being Native
  10. Chapter 7 Media Hacking
  11. Chapter 8 Adblocking and Fraud: Threats to Advertising
  12. Chapter 9 Advertising to Children: Regulations and Ethics for Digital Media
  13. Chapter 10 Ad-tech: Analytics, Big Data, Profiling and Identity
  14. Chapter 11 Empathic Media: Emotiveillance and the Future of Out of Home Advertising
  15. Chapter 12 Privacy: The Case of Mobile Apps for Android
  16. Chapter 13 Conclusions: Reconciling Art and Science in Advertising
  17. Notes
  18. Appendix (A-Z of Key Terms)
  19. Reference List
  20. Index