Digital Advertising Evolution
eBook - ePub

Digital Advertising Evolution

  1. 334 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Digital Advertising Evolution

About this book

This cutting-edge text brings together a diverse range of scholars and practitioners to examine how digital has become the default space for advertising— in practice, communication, and commercial process.

Providing a wide-ranging and multi-disciplinary account of a complex contemporary moment for promotional communications, Digital Advertising Evolution charts recent and profound shifts in the advertising industry's working models and assumptions about media, audience, data, research, consumer practices, and modes of persuasive promotional communication. Innovations and new advertising formats, including programmatic ads, AI, advergames, memes, branded content, and influencers, have transformed and reframed advertising theories and practices for a new generation. Contributions examine major technological and cultural shifts in the advertising field, considering how platforms have provoked a paradigm shift in the character and conceptual framework defining advertising. This thorough analysis of the field critically explores key concepts, genres, campaigns, history, academic theories, and major actors, as well as governance, regulation, and ethics to provide a complete picture of the current state of the industry.

Written for a global readership, Digital Advertising Evolution is ideal for advanced students and researchers of digital advertising and promotional cultures. It will also be of interest to professionals seeking to reflect on the changing industry.

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Information

Publisher
Routledge
Year
2024
eBook ISBN
9781040274903
Topic
Business
Subtopic
Media Studies
Index
Business

Table of contents

  1. Cover
  2. Half-Title Page
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Table of Contents
  7. List of Contributors
  8. Acknowledgements
  9. 1 Introduction: Advertising at a juncture
  10. Part I Key themes, histories, and futures
  11. Part II New forms
  12. Part III Audiences, consumers, and data
  13. Part IV Sectors and case studies
  14. Part V Regulating digital advertising and promotional communications
  15. Index

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Yes, you can access Digital Advertising Evolution by Iain MacRury,Danae Manika in PDF and/or ePUB format, as well as other popular books in Business & Media Studies. We have over one million books available in our catalogue for you to explore.