Mara Einstein

Black Ops Advertising: Native Ads, Content Marketing and the Covert World of the Digital Sell (eBook, ePUB)

Übersetzer: Mamedova, Taira

• Format: ePub

Produktbeschreibung

Forget commercials, print ads and website banners - the consumer has learned to avoid them perfectly: he changes the channel, he has an ad blocker in his browser. However, Internet users willingly share an interesting article or video with friends, unwittingly turning into brand ambassadors. Therefore, the task of advertising is not to sell a product, but to force people to share content. Now advertising is offered to the consumer based on the data that he himself leaves about himself on the network. The Internet audience is growing rapidly (in Russia there are already more than 80 million people), more than 1 trillion search queries are sent to Google every year, and 200,000 photos are posted on Facebook every minute. All this means that simple advertising no longer works, it is time for experience marketing, native advertising and content marketing. Media studies professor Mara Einstein has worked in advertising agencies for decades. In her book, she talks about how they create "undercover advertising" - exciting content in which it is impossible to recognize marketing overtones. Here you will find both intelligible theoretical foundations and successful cases that have already become classics of native advertising.

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Produktdetails

• Verlag: Alpina Publisher
• Seitenzahl: 301
• Altersempfehlung: ab 16 Jahre
• Erscheinungstermin: 3. Mai 2023
• Russisch
• ISBN-13: 9785961447446
• Artikelnr.: 67888086