Digital Advertising
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Beschreibung
This new edition continues to shape, interrogate, theorise, understand, connect different practices, contextualize and generate patterns from both the history and practice of digital advertising, and the ways that this connects with its environment.
A revealing and accessible overview of a diverse and complicated fieldAssesses developments in technology as well as creativity issuesContextualizes and generates patterns from both the history and practice of digital advertisingDraws on interviews with senior figures in the international advertising industry new_to_this_editionFully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first editionAdded 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 advertisingIncreased number of case studies and analyses of campaigns
Autor*in
Andrew John McStay
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Advertising marketing media Promotion digital technology
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Details
ISBN: 9781137494337
Verlag: Macmillan Education
Erscheinung: 14.10.2016