Digital Advertising

Theory and Research
Herausgeber: Rodgers, Shelly; Thorson, Esther

• Broschiertes Buch

Produktbeschreibung

This book offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues.

Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• 3rd edition
• Seitenzahl: 466
• Erscheinungstermin: 27. Februar 2017
• Englisch
• Abmessung: 228mm x 154mm x 27mm
• Gewicht: 715g
• ISBN-13: 9781138654457
• ISBN-10: 1138654450
• Artikelnr.: 47814376

Autorenporträt

Shelly Rodgers is Professor of Strategic Communication at the Missouri School of Journalism. With more than $18.5 million in grant support, her research focuses on advertising, health, and new technology. Esther Thorson is Professor of Journalism at the College of Communication Arts and Sciences at Michigan State University. She spent 23 years as Associate Dean of Journalism at the University of Missouri.

Inhaltsangabe

Chapter 1: The Interactive Advertising Model Chapter 2: The Interactive
Advertising Model: An Empirical Study Chapter 3: Industry Trends in Digital
Advertising Part II: Theory Breakthroughs Chapter 4: Digital Advertising
Theory Chapter 5: Integrated Theoretical Approaches Chapter 6: MAIN Model
Chapter 7: Schema Theory Website Chapter 8: Uses Gratifications Chapter 9:
Double-Dipping Effect Chapter 10: Reversal Theory Chapter 11: Constitutive
Rhetoric Part III: New Approaches to Research Chapter 12: Research:
Overview Chapter 13: New Approaches in Social Media Chapter 14: New
Approaches in Source Effects Chapter 15: New Approaches in Digital
Messaging Chapter 16: Advergaming Chapter 17: Advertising and Promotion
Budgeting Chapter 18: Message Strategies Chapter 19: Customized
Communication Chapter 20: New Approaches to Getting Consumers' Attention
Part IV: Digital Media -Radiating Voices Chapter 21: Digital Promotional
Techniques and Channel Selection: Overview Chapter 22: The Role of Search
Behavior Chapter 23: Segmentation and Target Audience Selection Chapter 24:
Mobile Devices Chapter 25: Smartphones Chapter 26: In-game Advertising
Player difficulty and player Chapter 27: Facebook/Twitter Brand liking and
Facebook/Twitter Chapter 28: Emerging Markets Chapter 29: Global Reach Part
V: Evaluating Digital Advertising Chapter 30: Efficacy of Digital
Advertising Chapter 31: Assessing Digital Advertising Efficiency Chapter
32: Evaluating Digital Advertising Chapter 33: New Metrics Chapter 34:
Multimedia Channels Chapter 35: Search Engine Optimization Part VI: Future
Research Trends and Opportunities Chapter 36: Controversies and Issues:
Overview Chapter 37: Privacy Chapter 38: Online Tracking Chapter 39: Ad
Blocking and Ad Avoidance Chapter 40: Adolescents and Privacy Chapter 41:
The Future of Digital Advertising