Digital Advertising by Dr. Andrew McStay (English) Paperback Book

Description: Digital Advertising by Dr. Andrew McStay 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. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advertising. Providing an assessment of the contemporary and emergent advertising techniques that drive the worlds largest media companies, this second edition charts the scope of recent change at both analytical and creative levels. Accounting for a re-shaped advertising industry, this key text introduces the reader both to the practical make-up of digital advertising, and the theory needed to understand its history and future direction.Succinct and accessible, this is an ideal text for undergraduate courses in advertising, media studies, communications and marketing. This timely and engaging book is also an essential resource for academics and anyone interested in advertising and what funds modern media.New to this Edition:- Fully updated to account for the re-shaped advertising industry and transformed media landscape since the publication of the first edition- Added 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 advertising- Increased number of case studies and analyses of campaigns Author Biography Andrew McStay is Reader in Advertising and Digital Media at the University of Bangor, UK. Table of Contents 1. Digital: The Capacity to do Things They Never Could Before2. The History and Business of Digital Advertising3. How it Works: Standard Digital Media4. How it Works: Non-Standard Digital Media5. Creativity6. Beyond interruption: Attention, Authenticity and Being Native7. Media hacking8. Adblocking and Fraud: Threats to Advertising9. Advertising to Children: Regulations and Ethics for Digital Media10. Ad-tech: Analytics, Big Data, Profiling and Identity11. OOH Empathic Media: Emotiveillance and the Future of Out of Home Advertising12. Privacy: The Case of Mobile Apps for Android13. Conclusions: Reconciling Art and Science in Advertising. Long Description 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. Feature A revealing and accessible overview of a diverse and complicated field Description for Bookstore Drawing on interviews with professionals in the field alongside critical theory, this new edition explores the world of digital advertising today and looks at its possibilities for tomorrow Details ISBN1137494344 Year 2016 ISBN-10 1137494344 ISBN-13 9781137494344 Media Book Format Paperback Country of Publication United Kingdom DEWEY 659.144 Illustrations VIII, 224 p. Language English UK Release Date 2016-10-04 NZ Release Date 2016-10-04 Imprint Bloomsbury Academic Place of Publication London Author Dr. Andrew McStay Pages 230 Publisher Bloomsbury Publishing PLC Edition Description 2nd edition Edition 2nd Publication Date 2016-10-04 Audience Tertiary & Higher Education AU Release Date 2016-10-20 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:101280758;

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