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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theorie
What did we learn from the 12K banner? Is the big idea dead? What would Bill Bernbach think about digital advertising? Why are the Swedes so bloody good at it?
Today, great marketers must be digital marketers. Why? Because everything we do has digital components. So every organization must evolve to be fully conversant
This core textbook addresses structural change in the advertising industry, its legal and political environment, and the ways in which people engage with advert
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theorie
