Digital Advertising Evolution - Couverture souple

 
9780367767761: Digital Advertising Evolution
Couverture souple
ISBN 10 : 0367767767 ISBN 13 : 9780367767761
Editeur : Routledge, 2026

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2026
Langue
anglais
ISBN 10 
0367767767
ISBN 13 
9780367767761
Reliure
Broché
Nombre de pages
322
Éditeur
MacRury Iain, Manika Danae
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780367767730: Digital Advertising Evolution

Edition présentée

ISBN 10 :  0367767732 ISBN 13 :  9780367767730
Editeur : Routledge, 2024
Couverture rigide