Digital Advertising Evolution (eBook, PDF)

Redaktion: Macrury, Iain; Manika, Danae

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 338
• Erscheinungstermin: 27. Dezember 2024
• Englisch
• ISBN-13: 9781040274712
• Artikelnr.: 72523944

Autorenporträt

Iain MacRury is Professor of Media and Communication at the University of Stirling, UK. Danae Manika is Professor of Marketing & Business Education at Brunel Business School, Brunel University London, UK.

Inhaltsangabe

List of contributors
Acknowledgements
Chapter 1: Introduction: Advertising at a juncture
Iain MacRury and Danae Manika
Part I: Key Themes, histories, and futures
Chapter 2: Digital advertising histories and futures: Approaching the
Fourth Industrial Revolution
Iain MacRury
Chapter 3: Augmented reality in advertising: Managing expectations in
agency-client relationships around the use of emerging technologies
Syarifah Nurleyana Wafa, Julie Bilby, Lukas Parker
Chapter 4: The role of the archive: How solutions are arrived at in an
online workscape
Helen Powell and Paul Springer
Chapter 5: Sustainable digital advertising and greenwashing
Fiona Cownie and Rutherford
Chapter 6: Hurdles to efficient digital marketing
Arpita Agnihotri, Saurabh Bhattacharya, and Natalia Yannopoulou
Part II: New forms
Chapter 7: Advergaming: Context and definitions
Ed Vollans
Chapter 8: Online culture spaces in offline commercial places: Challenging
meaning and boundaries through memes and advertising
Victoria Esteves
Chapter 9: Native advertising: concepts, theory, and practice
Joyce Costello and Rufus Adebayo
Chapter 10: There's an app for that! Strategic marketing in a digital era
Linda Brennan and Lukas Parker
Chapter 11: The hidden persuaders in your entertainment? A case of branded
entertainment in South Korea
Hyunsun Yoon
Chapter 12: The Digital Advertising Machine: Programmatic and its
vicissitudes
Iain MacRury
Part III: Audiences, consumers, and data
Chapter 13: Engagement at first sight: Persuasive potential of interactive
health campaigns and target audience factors
Jeeyun Oh and Soya Nah
Chapter 14: Too much information? Consumer attitudes to data, privacy, and
digital advertising in Hong Kong and Australia
Julie Bilby and Vicky Wing Kei Ng
Chapter 15: The power and responsibility of AI advertising and the customer
journey
Kate Letheren , Hyun Seung "HS" Jin, and Gayle Kerr
Part IV: Sectors and case studies
Chapter 16: Identifying the forms of digital food advertising content and
their effects on food well-being in the phygital age
Wided Batat
Chapter 17: The assessment of tourism advertising effects: An introduction
of AIDEA model
Lisheng Weng
Chapter 18: Digital drug marketing: Current research and a new agenda
Jennifer Gerard Ball, Ilwoo Ju and Yuhui Zhu
Part V: Regulating digital advertising and promotional communication
Chapter 19: Branded content, Influencers, and Generation Z: Legal
strategies considered in Spain's new general law on audiovisual
communication
Patricia Núñez Gómez, Celia Rangel-Perez, and Ainhoa Garcia Rivero
Chapter 20: Digital advertising and EU digital regulation
Zihao Li
Chapter 21: Identifying digital advertising: paradoxes and problems in
governance
Jonathan Hardy