Advertising in the digital age: theories and practices

By:

Yesiloglu, Sevil

Material type: Text

TextPublication details: Sage New Delhi 2023Description: 293 pISBN:

9781529601978

Subject(s):

DDC classification:

659.1 YES

Summary: Advertising is everywhere. Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google. What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically. So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries. (https://uk.sagepub.com/en-gb/eur/advertising-in-the-digital-age/book280499)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.1 YES (Browse shelf(Opens below))	1	Available		008543

Table of contents:
Chapter 1: Introduction to Online Advertising Chapter 2: The role of co-creation in Advertising Chapter 3: Measuring Engagement and Effectiveness of Online Advertising Chapter 4: Online Harms and Advertising Chapter 5: Real-time advertising Chapter 6: Branded content in Advertising Chapter 7 Exploring the Boundaries of Reality: A Look at Virtual and Augmented Reality Chapter 8: Native advertising: Balancing Creativity and Transparency Chapter 9: Mobile-geo targeting in advertising Chapter 10: Artificial intelligence in Advertising Chapter 11: Influencer advertising Chapter 12: The role of Product Placement in online advertising Chapter 13: The future of Online Advertising

[https://uk.sagepub.com/en-gb/eur/advertising-in-the-digital-age/book280499#contents]

Advertising is everywhere.

Whether you realise it or not, it's there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.

What's more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically.

So what are we to make of all this? This book will equip you with a thorough understanding of today's media environment and how 'online' advertising differs from traditional 'offline' models. In an age of influencers, big data, AI and social media, the world of advertising looks very different from how it did a generation ago. You will learn not only about various types of advertising, but also about its impact on viewers, from our buying habits to possible harm. Tying theory and concepts to practice, this volume is the ideal complement to courses in advertising, digital media and communication, and will enable you to form a clear picture of the reality of working across promotional media industries.
(https://uk.sagepub.com/en-gb/eur/advertising-in-the-digital-age/book280499)

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