Digital Advertising （2ND）

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Digital Advertising （2ND）

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 221 p.
  • 言語 ENG
  • 商品コード 9781137494344
  • DDC分類 659.144

Full Description

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

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.