Digital Advertising

ISBN-13: 9781137494337 / Angielski / Twarda / 2016 / 224 str.

Andrew McStay

Opis

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.

Spis treści

1. Digital: The Capacity to do Things They Never Could Before 2. The History and Business of Digital Advertising 3. How it Works: Standard Digital Media 4. How it Works: Non-Standard Digital Media 5. Creativity 6. Beyond interruption: Attention, Authenticity and Being Native 7. Media hacking 8. Adblocking and Fraud: Threats to Advertising 9. Advertising to Children: Regulations and Ethics for Digital Media 10. Ad-tech: Analytics, Big Data, Profiling and Identity 11. OOH Empathic Media: Emotiveillance and the Future of Out of Home Advertising 12. Privacy: The Case of Mobile Apps for Android 13. Conclusions: Reconciling Art and Science in Advertising.

O autorze

Andrew McStay is Reader in Advertising and Digital Media at the University of Bangor, UK.