Digital Dawn in Adland: Transforming Australian Agencies

ISBN-13: 9781138393882 / Angielski / Twarda / 2021 / 166 str.

Robert Crawford

Opis

A historical study of Australian advertising agencies from the late 90s into present century, this book provides a compelling account of the emerging and profound impact of the digital era on a powerful but complacent industry for scholars of marketing, media, communication and contemporary history.

Spis treści

Introduction: Certainty and the Digital Dawn  1. The End of Certainty  2. The New Ascendancy  3. The Media Coup  4. The Rise of the Machine  5. Ambiguity and the Information Superhighway  6. Following the Eyeballs  7. Reimagining the Advertising Agency  CODA: Perpetual Uncertainty in the New Digital Age

O autorze

Robert Crawford is a Professor of Advertising and Associate Dean of Research and Innovation in the School of Media and Communication at RMIT University in Melbourne, Australia. His research has focused on the growth and development of the advertising, marketing and public relations industries across Australia, Oceania, and South East Asia.